The World Cup taps into something deeply human: our desire to win. But, some of life’s most meaningful moments ask us to do the opposite. The strongest expressions of love often require putting someone else’s needs ahead of our own. So, in the middle of so much conversation about winning, we invited our audiences to a different posture in the form of a question, “what if you lose?”

Through a series of everyday tensions, the spot explored what it looks like to choose someone else over ourselves- setting aside our pride, comfort, or advantage when love asks us to. Across World Cup broadcasts, CTV, online video, social, search and digital OOH, we introduced an unexpected idea into the conversation: sometimes, the greatest expression of love is what we are willing to give up.