ARD: Sportschau shows respect to the Bundesliga

The task:

On 9 August, the first half of the new Bundesliga season begins – and thus it’s also the busiest time of year for Sportschau. Our brief was to promote Sportschau at the start of the Bundesliga season.


Since the Champions League final in Wembley, fans and pros across Europe have been asking whether Germany’s Bundesliga is the best league.

This sets us up perfectly for the campaign. With the slogan “You have to earn respect”, the campaign shows in a humorous manner that the Bundesliga is greatly respected across Europe.

“Following the Champions League final in Britain, we couldn’t imagine a better time to implement this idea.”

Dietmar Pretzsch, Marketingleiter Das Erste