LingLong

Greatness Within

Client

LingLong

featuring

Real Madrid

YEAR

2025

Idea, Script, On-set direction

For LingLong Tire, sponsor of Real Madrid, we created a TV and social campaign that asks a simple question: what’s inside a tire? Real Madrid players take the audience inside and reveal it’s made of the same qualities that make them great.

The client

LingLong is a Chinese tire manufacturer that sponsors Real Madrid as part of its global expansion and positioning strategy.

01 · The briefing

A tire, through the eyes of Real Madrid

To connect the Linglong brand with Real Madrid in a way that communicates the product’s values and qualities through selected players and key moments of the season.

02 · The challenge

Avoid every sponsorship cliché.

Find an original and authentic way to connect the tire’s attributes with the club’s competitive spirit, and create a memorable piece for fans and consumers, not another logo-and-handshake spot.

Precision, resilience, control and character.

03 · The idea

What’s inside a LingLong tire?

Not only rubber and technology. Through Real Madrid players, the audience dives inside the tire and discovers the very same qualities that make them great: precision, resilience, control and character. Because just like at Real Madrid, inside every LingLong tire lies greatness.