Under the title “El Larguero sobre el terreno de juego,” the campaign spectacularly captures the passion and way of experiencing sports presented by Manu Carreño. Additionally
“Carrusel Deportivo” debuts a new spot: “Where there’s football, there’s Dani Garrido.”
‘El Larguero,’ the sports program on Cadena SER directed and hosted by Manu Carreño, launches an advertising campaign coinciding with its 35th anniversary. The main action, titled ‘El Larguero sobre el terreno de juego,’ features a manifesto written with the same material used to mark the boundaries of a football pitch. It reflects the program’s unique approach to understanding, informing, and narrating sports since its debut.
“The final whistle is the beginning. Lights out, spirits up, we talk with a paused ball and an unrestrained heart. Because beautiful play deserves beautiful storytelling. This is ‘El Larguero,’” reads the message, written in lime on the entire surface of a football field—one of many across the globe where the passion for this sport is cultivated from childhood.
The choice of C.F. Campo Real stadium for the manifesto emphasizes the program’s dedication to football in its purest form, experienced in local stadiums with the same passion as in major competitions. Thus, the campaign reflects the values ‘El Larguero’ has promoted since its inception: a genuine commitment to sports and a unique way of telling its stories with passion and respect.
Havas Creative, the agency behind the campaign, assembled a team of muralists to execute the artistic work, which took three days, used 600 kg of lime, and covered 3,500 square meters to create the manifesto letters, some of which exceed 10 meters in height. ‘El Larguero sobre el terreno de juego’ resulted in an experimental OOH action, transforming a football field into an outdoor medium for the program’s manifesto. Havas Media is responsible for the media planning, combining various environments tailored to league matches, with presence in street and transport mupis, large digital screens, and buses near sports stadiums in Madrid, Barcelona, and Sevilla. It also includes a banner near the Santiago Bernabéu Stadium, along with social media, YouTube, programmatic ads, and PRISA Group’s own channels.
Fede Botella, creative director at Havas Creative, stated, “It has been a privilege for our team to create this campaign for such an iconic program as ‘El Larguero,’ which has been on air for 35 years. We wanted to capture all the love and passion for football that the program embodies and express it in a unique way, visually communicating that ‘El Larguero’ carries football deep within.”
‘Carrusel Deportivo’ also debuts a new spot titled “Where there’s football, there’s Dani Garrido.” Directed and hosted by Dani Garrido, the spot premiered on Movistar on September 27. The 20-second audiovisual piece illustrates how football ignites intense emotions and how fans perceive life uniquely.
The story features a young person who turns everything they touch into football, facing an unexpected rival. It emphasizes that regardless of the time or place, if there’s football, Dani Garrido and the Carrusel Deportivo team will be there with passion and professionalism to cover it. “Because living football this way takes a lot of carrusel.”
Óscar Ocaña, Marketing and Innovation Director at PRISA Media, noted, “For us, good football is not just a great sport to enjoy; it brings positive things to society. Now more than ever, it should be a shared experience and healthy fun. That’s where SER comes in—capturing the emotion and euphoria of live narration with Carrusel, and the reflection, passion, and enjoyment afterward with El Larguero. These two campaigns convey a way to understand and feel football, both on and off the field.”