I went to the recent Lapiz de Platino awards party where the highlight is viewing the best TV commerical for each month of the year and then voting on them with a room full of jolly agency people and clients.
The winner this year was "Heroes" by Del Campo Nazca Saatchi & Saatchi for CTI Mobile during the world cup 2006. It's a fantastic example of the importance of football in Argentine culture, and the power of patriotic values in advertising. I remember a lot of these types of commercials from growing up in Australia, but can't think of many as passionate as this from the UK.
Appealing to the masses with national values seems to have been a successful strategy for CTI, as even though they have a reputation for below-par coverage and service, they are the number 2 in the market.
The translation of the closing line is more or less: "Do it for those of us who didn't make it".
