BETC Paris gives French football its inimitable twist

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.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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