“We were passing through New York so we introduced the Americans to a real hero,” trumpets We are Malherbe on is displayed large on a screen in Times Square in New York this Thursday, March 28. “It was unreal,” laughs Alban, the supporter behind the buzz, who noted that the Swiss club Servette Genève had bought advertising screens in Times Square.
On vacation in the “Big Apple,” the opportunity presented itself to do the same. “The idea caught on,” recounts Alban. We thought about it with We are Malherbe and we said to ourselves that it would be good to show Nico
“This hero”
to superhero countries. » Arriving at the club as a player in 2001, Nicolas Seube spent his entire career in red and blue. After training, he was appointed coach at the end of 2023, turning around a team drifting towards the hope of a rise to Ligue 1.
On site, the Weeder sent some images of the technician to the application which powers the giant screen. “We choose a time slot and pay to spend around fifteen seconds,” explains Alban. $40 paid by the We are Malherbe association. “But what is $40 to display Nicolas Seube in Times Square,” asks the supporter with a smile. And so New York got a glimpse of Seube celebrating one of his goals as a player, then the first goal of his career as a professional coach, or even speaking to his players in the locker room. “Nico Seube. This hero” coming to block the giant screen.
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Despite the onset of rain a few minutes before the commercial aired, Alban was able to film the sequence, happily shared on social networks, beyond the simple SM Caen community. The image seemed so improbable that some people thought it was an early April Fool's joke. “It was to make a joke and wink at Nico for his great work,” confides Alban.
On The unexpected advertising post will perhaps not have as much weight, but it will in any case have managed to reach the main interested party, who is “pleasantly surprised” by the initiative. Nicolas Seube the New Yorker will move from Times Squares to the Robert Diochon stadium, this Saturday, March 30, for his team's trip to Quevilly-Rouen-Métropole.