Business of Sport
Castrol launches Ronaldo film
Madrid - Castrol has created an advertiser funded film-documentary starring its global ambassador, Cristiano Ronaldo, to launch its new product brand, Castrol Edge, across its key territories.
The unique, hour-long film-documentary was developed by M&C Saatchi Sport & Entertainment and filmed in Madrid, by UK production house, Plum Pictures.
The documentary will give fans an exclusive insight into what makes Ronaldo one of the best footballers of his generation.
Castrol Edge has been developed by experts and was tested to its limits to become Castrol’s strongest, most advanced engine oil yet - by applying the same rigorous testing to Ronaldo, the new film-documentary Castrol Edge Presents Ronaldo Tested to the Limit, sees the Portugal and Real Madrid winger push himself in an in-depth scientific examination.
Castrol Edge Presents Ronaldo Tested to the Limit sees the star player’s skills, strength and agility taken away from the pitch and into a high performance lab where the world’s leading sports scientists use cutting-edge technology to test him in a series of challenges that show exactly what gives him the edge.
Using ultra slow motion and high impact computer generated imagery, the piece also includes a series of interviews with football experts including Fabio Capello and Arsène Wenger.
The global premiere of Castrol Edge Presents Ronaldo Tested to the Limit will take place in Madrid, Spain, in September 2011, before being broadcast on TV channels in 15 key markets for Castrol.
Global distribution is being handled by Mindshare, and the film-documentary will be supported by a global PR campaign also created and managed by M&C Saatchi Sport & Entertainment.
Castrol Edge Global brand manager, Sean Rahaley, said: “We’re incredibly excited to be launching Castrol Edge globally and to be doing so with a film as groundbreaking as Castrol Edge Presents Ronaldo Tested to the Limit.”
“By testing Ronaldo to his absolute limit, just like we do with the product, the film showcases the core brand values of Castrol Edge - strength and performance - in an entertaining and compelling way.
“The film-documentary also allows us to offer a host of exclusive benefits and experiences to our customers and consumers from around the world, including exclusive access to the global premiere this September and opportunities to meet Cristiano in person.”
At the filming in Madrid in July, Cristiano Ronaldo added: “Shooting the film has been really exciting as it’s the first time I’ve ever done something like this. The challenges were designed to look at my strength and skill in detail and it’s been a great experience to see how my body works. The challenges were really tough, but I think I did well on the day.”