Nobody watches like U.S.
Paramount+/CBS Sports launch their latest UEFA Champions League soccer campaign.
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The campaign, Nobody Watches Like U.S., has launched and is directed by Academy Award winning director Tom Hooper (The King’s Speech), celebrating the unique American experience of watching European soccer, specifically the UEFA Champions League, in the middle of the workday.
Nobody Watches Like U.S. humorously looks at the realities of being an American UEFA Champions League (UCL) fan and their dedication to watch every UCL match in the only way possible on Paramount+. This spot is set to the UCL’s iconic anthem, which is sung by the American fans to show their dedication to watching, no matter what, with a twist on the lyrics.
In the middle of the day. In the middle of the week. Nobody Watches Like U.S.
Credits
powered by
- Agency 72andSunny/New York
- Production Company SMUGGLER
- Director Tom Hooper
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Credits
powered by
- Agency 72andSunny/New York
- Production Company SMUGGLER
- Director Tom Hooper
- VFX & Color Trafik/Los Angeles
- Colorist Mark Gethin
- Editorial Iconic Editorial
- Editor Melanie Oliver
- Assistant Editor Ben Cowan
- Audio Barking Owl
- Engineer Matt Keith
- Music Soundtree Music
- Composer Luke Fabia
- Composer Peter Raeburn
Credits
powered by
- Agency 72andSunny/New York
- Production Company SMUGGLER
- Director Tom Hooper
- VFX & Color Trafik/Los Angeles
- Colorist Mark Gethin
- Editorial Iconic Editorial
- Editor Melanie Oliver
- Assistant Editor Ben Cowan
- Audio Barking Owl
- Engineer Matt Keith
- Music Soundtree Music
- Composer Luke Fabia
- Composer Peter Raeburn
The new ad is created by agency partner 72andSunny. This concept supercharges an existing U.S. fan experience around watching CBS Sports’ Champions League coverage on Paramount+, creating our own rituals and traditions, and making Tuesday and Wednesday feel like a weekly main event.
UEFA Champions League is the most prestigious club soccer competition in the world, featuring the best players competing for Europe's biggest prize. Matches are played on Tuesday and Wednesday nights in Europe, corresponding to afternoon kickoffs in the U.S. CBS Sports/Paramount+ have been home to the UEFA Champions League since 2020, and in 2022, CBS Sports and UEFA agreed to a landmark six-year extension, making CBS Sports home to UEFA club competitions through 2030.
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Paramount+ states: “Research shows there is a high crossover between young and diverse football and soccer fans. We view this campaign as a tremendous opportunity to reach a new and emerging soccer audience with a fun and clever approach, helping them to become passionate viewers of CBS Sports’ coverage of the UEFA Champions League on Paramount+,” said Rob Stecklow, SVP Program Marketing, Sports & News at Paramount+. “The work of 72andSunny and the supremely talented Tom Hooper perfectly captures the unique viewing experience of American soccer fans in this humorous way while honouring the iconic Champions League anthem.”
Dan White, 72andSunny Creative Director adds: "First and foremost, we're Champions League fans ourselves, truly all the way back to childhood for me, so this project really is a dream come true for us. Our goal was to celebrate the unique dedication of U.S. soccer fans who go out of their way to tune in to the games in the middle of the work day, to make them feel proud and a part of something bigger. In the iconic anthem we found the perfect tool to highlight these fans' tales and kick off the campaign with something epic. And of course, we couldn't have done it without the ambitious partnership of Paramount+, and Tom Hooper bringing it to life in film."
