Migu TVC EURO 2024

For the Chinese broadcaster Migu, we scripted and produced a compelling TV commercial promoting its Euro 2024 coverage. Understanding that the Euros audience in China is more narrow than the broader FIFA World Cup audience, we crafted a narrative that resonated deeply with Chinese football fans by highlighting their personal experiences and growth through the lens of football.

Our core idea centered on how football, particularly the Euros, has marked different stages of life for mainland Chinese fans. The commercial captured poignant moments such as watching matches with fathers as children, the dreams and passions of youth, the challenges of adulthood, and the reflections of middle age. Football became a metaphor for life’s journey, with the emotions on the pitch reflecting life’s milestones.

To intrigue the audience, we introduced a unique “reverse thinking” format, using the slogan “don’t watch Euro 2024,” which sparked curiosity. Classic quotes from renowned commentators were integrated to align with Migu’s theme of “watching football companions.”

Filmed in Chengdu and Beijing, with post-production in Chengdu, we launched the film just hours before Euro 2024’s opening fixture. The commercial aired repeatedly on Migu’s platforms and later on CCTV-5, successfully capturing the hearts of Chinese football fans.