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PMU: The Anthem
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Following its first campaign, “Epic Bets”, which showcases the spectacle of the horse races, and the second, “The Expert”, that put the turfists in the spotlight, PMU wanted to show the transmission between players and their friends. Because PMU is more than a game, it’s a social connector – a passion that births interactions, uniting people across social origins, races and cultures. To pass on this special taste for horse race betting and prepare PMU’s future, the brand chose Antoine Griezmann as their new ambassador. He carries the campaign and the film, which is an anthem for the great family of gamblers and for what unites them: their passion for the game. The cult song “Vous les copains” by Sheila, is used as the anthem that unites gamblers. The lyrics are sung in unison by a chorus of all lovers of horse-race betting – from the taxi driver, to Antoine Griezmann, from businessmen and women, to street workers. The energy from these united voices lends the film its power, and shows the emotions that gamblers feel before a race. The grandstands are full. The betting counters are blowing up. The people cry out all together, united by their passion and their desire to win. Except at the finish line, when the winners will scream the loudest.
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