Why it worked
The video uses a popular 'guess the word' game format to create relatable humor around the underdog status of a smaller nation in a major sporting event, making the sponsorship offer from Capelli Sport feel like a genuine act of support.
Summary
A person with the flag of Cabo Verde on their forehead is trying to find a sponsor for their country's first World Cup appearance. They are rejected by Nike, Puma, and Adidas, but Capelli Sport agrees to sponsor them, promising to help them achieve historical feats.