Corazón de Campeón Music Video Celebrates Heritage, El Tri

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It all came down to a picture perfect bicycle kick  in the 85th minute of the game. Every fanatical supporter of Mexico’s “Tri,” the national soccer team, had held their hopes in a tight crunch, the game’s outcome could decide Mexico’s participation in next summer’s World Cup. The score was tied deep into the game and a tie was not good enough to send Mexico’s team to the prestigious world championship. And in a flash “El Tri’s” Raul Jimenez flipped backwards, kicked the ball blindly into the goal and millions of Mexican soccer fans erupted in relief. Such is the passion unleashed by the most popular sport in the world.

In Mexico, the passion for fútbol and for it’s cherished “Tri”  is part of a heritage so ingrained into the national character that a win or a loss is felt with the deepest emotions; the pride in the team stands somewhere close to the pride in a rich historic past.

Case in point.

This past April AT&T and five-time Latin GRAMMY winners Jesse & Joy released a soccer anthem dedicated to the Tri’s fans, and their intent was to stoke the fire of an already intense fanatical “Tri” following. The anthem’s video shows exactly the place that the national team holds in Mexican heritage. But you have to see it to understand:

The video has already been seen 8,000 times between iTunes downloads and free promotional downloads on corazondecampeon.net. The song is called Corazón de Campeón, and according to Jesse y Joy the name reflects their belief that Mexico’s soccer fan’s are champions at heart. It’s schmaltzy, yes, but ask any “Tri” fan if they think it’s over-the-top sentimentality and they’ll more than likely point to Jimenez’s bicycle kick and the deluge of emotion it caused. This fanatical stuff is for real.

It helps that the video is very well produced.

It was shot earlier this year in Barcelona, Spain, and the opening images portraying the Aztecs, Revolutionaries, and the Barber scene celebration were shot in México City. The blending of heritage, history and soccer in the video is no accident.

It also helps that AT&T put its full backing into the video. AT&T first became an Official Sponsor of the Mexican National Team in 2005 in an effort to engage with fans passionate about the sport while showcasing the brand and its products. Passion is a good way to connect, especially with passion about heritage and soccer.

And while for the better part of a qualifying game the Mexican team seemed to be fighting uphill against a Panamanian team bent on scoring an upset, one flash of a passionate moment sent Raul Jimenez to commit the improbable and send millions of fans into a cheering frenzy.

If that’s not being a champion at heart, I can’t imagine what is …

[Screenshot courtesy ESPN]

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