Cristiano Ronaldo stars in his underwear in campaign for Altice USA

Soccer superstar Cristiano Ronaldo is lending his promotional talents to Altice USA, one of the largest broadband communications and video services providers in the United States. Today (July 6), a campaign was unveiled with Ronaldo promoting the company’s Optimum and Suddenlink-branded TV, phone, and internet services.

Ronaldo is an ambassador of Altice Group on a global scale, and the US-based campaign is part of a broader, worldwide advertising effort by Altice across France, Portugal, Israel, Dominican Republic, and other territories.

In the US TV spot, Ronaldo finds himself locked out of his hotel room wearing only his skivvies. He is rescued by a hotel employee, who snaps a digital picture of Ronaldo on her smartphone before letting him into his room, which she shares on social media. Once back inside, Ronaldo finds that the picture has gone viral online when he sees the photo on the evening news on his TV screen.

The TV advertisement is supported by an online and social media campaign. It plays on the constant and fast connectivity of today’s world, in which ideas, images, and content are shared almost instantly via the telecommunications products provided by Altice USA, which includes the TV, phone, and internet services under the Optimum brand in the New York tri-state area and the Suddenlink brand in parts of Texas, West Virginia, Louisiana, and 14 other states across the US.

“Altice USA customers love using our lightning-fast broadband service, and we are excited to connect with our customers in a fun, lighthearted way with our new Cristiano Ronaldo campaign, which highlights the large role internet connectivity plays in today’s digital culture,” said Matt Lake, chief marketing officer, Altice USA.

The advertising campaign was developed by the internal creative services agency of Altice USA in conjunction with Partners Agency of Lisbon, Ministerio Films and the Y&R USA social media team.

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