Football legend Johan Cruyff and his son Jordi campaign for early detection of lung cancer

Football legend Johan Cruyff and his son Jordi campaign for early detection of lung cancer
Johan Cruyff and son Jordi play together in this poignant ad for lung cancer awareness

Johan Cruyff and son Jordi play together in this poignant ad for lung cancer awareness

Frederico Roberto, executive creative director, Interweave Agency

Years ago, Barcelona and Netherlands National Team legend Johan Cruyff starred in an ad for the Pan American Health Organisation. It features him playing with a packet of cigarettes, confessing his two addictions were football and smoking. Football gave him everything, smoking almost took away his life. The piece was a call-to-arms against the tobacco industry.

Fast forward a couple of decades, and now, during the Age of Resourcefulness – in which agencies and clients have to do more, with less – the Lung Ambition Alliance in Spain brought in Johan’s own son, Jordi, to star in the follow up of that same ad, side-by-side, five years after the death of the former ‘cules’ coach.

An extremely smart – not to mention emotional – way to get the message across and to honour “The World of Johan Cruyff”, the star’s legacy.

In this new film, Jordi also does some keep yuppies, the same way his father did, helped by a simple production cut, and clean, dark background.

Impactful and, most definitely, poignant.

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