Manchester United legend Eric Cantona has leaned into his extensive knowledge of the continent to teach English fans how to travel and enjoy the culture of Madrid for the Champions League final. Tournament sponsor Hotels.com commissioned the ad alongside some extensive research.
One worrying stat was that a fifth of traveling football fans did not even know what city they were in - showing there is space for educational content.
Hotels.com is looking to inform fans of English sides Tottenham Hotspur and Liverpool FC ahead of their clash on 1 June in Madrid with hundreds of thousands of fans expected to descend upon the Spanish capital.
It has fallen upon the Frenchman to urge fans to expand their horizons, put down the kebab, go visit a museum and mingle with the locals.
Adam Jay, president of Hotels.com brand, said: “Away football fans are some of the most passionate in the world, but we know that not everyone takes the opportunity to fully enjoy their host city. As a travel brand, we want to change that and who better to show you how to be the perfect traveling fan than a cultural icon like Eric Cantona.”
Cantona added: "It’s time to open your eyes and experience the beauty of the places you are visiting when you follow your team. Hotels.com and I believe that traveling abroad can be an even more rewarding experience if you really embrace the local culture and everything it has to offer. Learn the language, drink in the culture, meet the local people and become the perfect traveling fan."
It is a timely spot from Hotels.com, seeing as Arsenal and Chelsea fans are having a difficult time fulfilling their ticket allocations for Uefa sister tournament Europa League final in Baku, Azerbaijan.
Vote for the ad below in The Drum's Creative Works.