Premium returns to the advertising arena to relaunch its football schedule with UEFA Champions League and Italian Serie A matches. Football makes you happy? Watch it then. This sums up a new way of relating to the public and fans, based on being simple, honest and spontaneous. It is an assertion that intends to establish an empathic connection between Premium and football lovers. This is also the aim of the visuals in the commercial and posters, which capture moments of real enthusiasm. The campaign also introduces the new brand payoff, Welcome to Premium.

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