Laive: advert-body-2 by J. Walter Thompson Peru

Peruvians love their football but they also demand the best from their players. To help improve the stock of their goalkeepers, Peruvian dairy products company Laive is on the search for the country’s worst ‘butter fingers’ soccer goalkeepers.

Teaming with J. Walter Thompson, Laive is asking consumers to help them find the worst goalkeepers – those who just can’t keep a grip on the ball – and plan to take the bottom of the butter churn, so to speak, to the World Cup in Russia to learn from the best.

A new TV spot is helping spot those keepers and get the word out about the campaign. In the spot, we see a mother figure cooking in the kitchen saying how butter makes everything better, from corn and bread to cakes and dishes. But, she adds, it’s not good for goalkeepers. We then see a montage of amateur goalies letting easy saves slip through their inept fingers.

The spot then asks people to send video bloopers of terrible goalkeepers they have seen to a dedicated website so they can judge which ‘butter fingers’ players will make it to Russia to learn how to save a goal.