Advertising: Daily challenges explained as football metaphors in ace ads

Football is often held up as a sporting metaphor that can teach us about life, love, justice, heartbreak, dedication and much more besides. Lola Madrid have extrapolated this idea even further in this great set of ads for Libero football magazine. They show four women patiently explaining to their partners how to make small-talk with the father-in-law or why it’s important to take the bins out, using analogies based on Brazilian full-backs or managerial cycles.

Under the concept “If you explain it with football they’ll get it,” the agency have not just come up with a funny series of ads which appeal to footy fans and non-believers alike, they’ve also neatly reflected the publication’s breadth of content which takes the sport as a starting point. Back of the net!