S-market brings together Roberto & Vera
S-market brings Roberto Carlos to a campaign about food, love and football
)
Brazilian football legend Roberto Carlos stars in Finnish grocery store chain S-market’s new campaign exploring the biggest things in life, food, love and football.
In the campaign, the Brazilian World Cup winner reflects on the role of food in his life together with his mother. In this campaign, a celebrity is not the idea, but a way to access something deeper. Roberto Carlos is not featured for fame alone, but for what he represents: a real story about growing up, being cared for and building a career on that foundation.
“A celebrity should never be the idea in advertising. If used, they must be an integral part of the story, with a role that goes far beyond visibility or fame alone,” says Juuso Kalliala, Creative Lead at S-Group, the parent company of S-Market.
Food connects mothers and children from the very beginning. It remains a symbol of care and love throughout life. The campaign is built on the idea that a mother’s food is more than just nourishment. It is care, shared moments and a foundation on which even a world-class career can be built.
Credits
View on- Agency Folk/Helsinki
- Production Company Directors Guild Helsinki
- Director Otso Tiainen
-
-
Unlock full credits and more with a shots membership
Credits
View on- Agency Folk/Helsinki
- Production Company Directors Guild Helsinki
- Director Otso Tiainen
- Online James Post Oy
- Color Grade One
- Colorist Juhani Vuorisalo
- Sound Design El Camino Helsinki
- Creative Director Juuso Kalliala
- Producer Noora Luostarinen
- Copywriter Sami Korjus
- Art Director Paula Orre
- DP Tuomas Nurmi
- Editor Toni Tikkanen
- Sound Designer Sakari Karjalainen
- Talent Roberto Carlos
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Folk/Helsinki
- Production Company Directors Guild Helsinki
- Director Otso Tiainen
- Online James Post Oy
- Color Grade One
- Colorist Juhani Vuorisalo
- Sound Design El Camino Helsinki
- Creative Director Juuso Kalliala
- Producer Noora Luostarinen
- Copywriter Sami Korjus
- Art Director Paula Orre
- DP Tuomas Nurmi
- Editor Toni Tikkanen
- Sound Designer Sakari Karjalainen
- Talent Roberto Carlos
“Roberto Carlos was excited about highlighting his mother’s food, the meals that helped him grow and train,” says Lauri Toivonen, Marketing Director at S-Group.
The film is directed by award-winning documentary filmmaker Otso Tiainen and produced by Directors Guild Helsinki in collaboration with agency Folk Finland.
At the heart of the film is a documentary approach. By moving beyond traditional advertising and focusing on real moments, real relationships and real emotions, the storytelling reveals something deeper than a typical commercial narrative. This authenticity allows the emotional core to surface, creating a stronger, more meaningful impact.
“Documentary storytelling requires embracing uncertainty. You don’t always know what the final story will be, but that openness allows you to discover something more truthful and emotionally powerful than anything you could script.” director Tiainen says.
“Emotion is the most powerful tool in advertising when aiming to maximize impact. And because impact drives results, the power of authentic, documentary storytelling should never be underestimated.” says executive producer Juha-Matti Nieminen.
The film is part of S-market’s broader content series, which previously featured the former captain of the Finnish national team Paulus Arajuuri and his mother. The campaign aims to highlight the importance of shared moments around the food in the lead-up to the FIFA World Cup, for both elite athletes and young players.
