Campaign Spotlight: Señora Rushmore sees no limits with “What Cannot Be, Can Be”, its first project for Elaliga Santander


MADRID, SPAIN – eLaLiga Santander has just announced the launch of the 20/21 season with a spectacular spot created by Señora Rushmore, the first of various projects that will be rolled out over the course of the season.

Under the concept “What cannot be, can be”, the championship organized by LaLiga and Electronic Arts plunges us into a world where the impossible also happens. In this way, through different visual metaphors accompanied by a narrator, the spot demonstrates different situations that can only be experienced in esports. 

eLaLiga "Lo que no puede ser, puede ser" (inglés)


In the spot, reality, animations and images from FIFA20 are combined to create an exciting film that includes appearances from the most important gamers and streamers in Spain, such as DJMariio, Gravesen, and Neat, amongst others. The spot was directed by Keane Pearce, produced by Blur, and relied on postproduction work from Bliss.


With this work by Señora Rushmore—the agency fronting the account for the 2020/2021 season—eLaLiga Santander presents its first grand-scale production, a clear demonstration of the important growth of the sector, and its ever-growing fanbase amongst younger audiences. 

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eLaLiga Santander is EA Sports FIFA21’s official competition in Spain, which unites the collaborative efforts of La Liga and Electronic Arts (EA), its developer. The championship began with the 2017-2018 season with 10 clubs.

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