What Happens to the Title-Winning Jerseys That Never Get Worn?

On the occasion of the Argentina Cup final, TyC Sports and Mercado McCann has brought a solution to a problem that is an open secret. So now, it's no longer true that no one remembers the losing team.

This idea proposes a change in award ceremonies. It reveals a secret that has always been kept in the shadows: every team that loses a final has a party prepared that will never happen. The untouched jerseys printed with the word 'champion' are a symbol of that frustration.

In the spot, especially tailored to the Argentina Cup final, TyC Sports proposes a different approach: it proposes printing the celebration jerseys after the game is over, not before, so that no one has to destroy theirs for losing the final.

In addition to the spot, a printer is to be set up at the final match to show how the jerseys are printed in real time. With ingenuity, it addresses an insight that is very familiar to soccer fans and talks about a topic that has never been discussed before.

With a long-standing presence in Argentine soccer and as the broadcaster of the final, TyC Sports is uniquely positioned to highlight this fresh perspective on how teams celebrate the outcome of a match

Filmed entirely in black and white, it adds an aura of mystery and secrecy to a topic that is already somewhat taboo. It combines live footage with AI and features a deep, harrowing voice that guides the viewer on this journey.