Cristiano Ronaldo “SIIIIIIM” Celebration Explained

Creative Direction: Andrew Stewart
Director/Editor: Benny Scott
Photography: Paul Hyde
Co-Producers: Sam Margetts, Andrew Stewart

 
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“A wide smile grew across my face as Ronaldo replied, ‘Wow, these are difficult questions, I did not prepare for this!’”

What can you possibly ask one of the best players in the world that he hasn’t been asked before? Truly one of the biggest hurdles you want to leap over when dealing with such a high profile athlete is to simply not screw it up.

However, I was challenged by a friend “Don’t play it safe. What would you film with Ronaldo if you truly had your way?” I knew right away - I had already played a “meeting Cristiano” scenario in my head countless times while growing up - I would ask him questions that would reveal who he he was as human. I would want to interact with him as a friend.

As Soccer.com’s interviewer, Sam Margetts, started to spin a casual conversation with the best player in the world, I knew this was the moment I had envisioned. A wide smile grew across my face as Ronaldo replied, “Wow, these are difficult questions, I did not prepare for this!”

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We had done it, we had captured and engaged Ronaldo’s interest.

Then the question I had been waiting for - “Where did your famous SIIIIIIM celebration come from?”Ronaldo smiled and answered the question. His response, although not earth shattering, was something that many people in the soccer world had been curious about too, just like me. 

The result? The video ended up being the most viewed and engaged piece of content of all time on Soccer.com's YouTube channel. The piece was also picked up by over twenty major publications including Bleacher Report and AS, creating a massive spike in site visits and also global awareness for the Soccer.com brand.