The European Commission and the Union of European Football Associations (UEFA) have launched a joint TV advertising campaign, created by EACA member AMV BBDO, which will be aired free of charge in more than 40 European countries at the interval of each of this season’s 125 televised Champions League football games.

The 30-second TV advert was made possible through a partnership with UEFA which offered the airtime that it retains for social initiatives. The campaign uses the slogan "Go on, get out of your armchair' to encourage European citizens to make physical activity part of their daily lives.