We premiere our Christmas advert
The campaign is carried out in collaboration with Teléfono de la Esperanza and the Atlético de Madrid Foundation. 'Mercado' aims to raise awareness about the prevention and emotional care of an issue that affects over a billion people worldwide.
This year, at Club Atlético de Madrid, we wanted to focus our traditional Christmas message on a matter of vital social importance: mental health. Set in a market in a Madrid neighbourhood, our advert tells the story of Rosa, the fishmonger, and Julia, the florist, whose joy and daily routines are often tied to the fortunes of their club, Atleti. However, the plot reveals that there are inner matches that no one sees—and whose outcomes don’t depend on sports results.
'Mercado' is much more than a campaign; it is our way of actively contributing to the conversation about mental health, a global issue affecting one in eight people worldwide. According to the Mental Health Atlas 2024 from the World Health Organization (WHO), mental disorders such as depression and anxiety remain among the leading global health challenges. For this reason, our club has chosen one of the most special times of the year to shed light on this universal concern, promoting prevention, treatment, and emotional support.
We want to remind everyone that strength is not only measured in victories but also in the ability to ask for help and in the solidarity of the community. This initiative is being carried out in collaboration with Teléfono de la Esperanza, a key organization providing urgent, free, anonymous, specialized, and immediate emotional support 24/7, helping to combat loneliness and prevent suicide. Through this campaign, we aim to highlight their remarkable work and provide resources that allow those affected to access professional help.
Beyond the video, Club Atlético de Madrid has launched the website www.esaclasedetristeza.com, where we provide information on how to seek help if experiencing a mental health risk situation, including contact channels available both nationally and internationally.
Additionally, the site includes a link for those who wish to volunteer with Teléfono de la Esperanza, helping the organization continue to provide emotional support to people in crisis with an immediate, 24/7 service accessible from anywhere in Spain.
"I will be with you. I will always encourage you. You will never walk alone."
