Les Francais are just as mad about football as the Brits, it seems, and so BETC Paris has been wheeled in to help Canal+ launch the new (pay-TV) season in France.
And we have the usual images of frantic millionaires haring around the pitch kicking each other and, sometimes, the ball.
Except, being BETC, there’s a twist as the cameraman becomes rather more involved than he should be.
Sky and BT Sport promote their wares effectively in the UK too but it’s all very po-faced. They could take a leaf out of BETC’s book and try a dash of humour.