On 12 June, a week ahead of the 17 June return of the Premier League, broadcast partner BT Sport celebrated English football’s restart and sought to drive subscriptions with a promo highlighting the ongoing passion fans have for clubs despite matches being behind closed doors.
The spot, called ‘Noisy Neighbours’ (referencing the famous words of Manchester United’s legendary manager Sir Alex Ferguson referring to the rise of neighbours Manchester City in 2008), was developed in-house by BT Creative and welcomes the return of football and highlights the unifying role of sport during Covid-19.
The creative features excited, simulated social sharing and buzz around kick-off and features families excitedly watching football together and interacting digitally with friends living further away to illustrate the realities of social distancing and highs and lows of watching from home as football returns behind-closed doors.
The video sees fans dig out and dust off their kits and shout, cheer and yell (needlessly) at their screens to the tune of ‘Cum On Feel The Noize’ by Quiet Riot and it closes with a subscription call to action: “Hit Subscribe above to ensure you never miss a video from the BT Sport YouTube channel”.
The campaign was created for BT Sport was a team at in-house agency BT Creative which included Co-directors Nick Latimer and Laurie Smith, Production Manager Licia Conn, Production co-ordinators Arianna Smith and Rachael Namboozo, Designers Pola Gruszka and Andrew Maddox, Sound Designers Paul Lane, Editor Matt McKinnon, DoP Hamish Anderson, 2nd Camera Tony Ellis, Music Supervisor Gareth Allison, Lead Promo Producer Matt Leeson and Head of Promos Sam Murphy.
Comment:
BT, whose Premier League coverage kicks off on Saturday (20 June), was just one of several UK broadcasters, brands and clubs to leverage the Premier League Restart.
Amongst the more notable initiatives came from rival pay broadcaster Sky Sports which increased the frequency of its ‘I Am Sport’ commercial (which first debuted back on 30 April)
and also debuted a social spot revolving around a poem penned by Arsenal fan Jonathan Taiwo.
While sponsors of both clubs involved in the first major evening game on Wednesday 17 June – Etiihad and Manchester City plus Adidas and Arsenal – also released campaigns leveraging the game.
Links:
BT Sport
https://www.youtube.com/user/BTSportOfficial
https://www.instagram.com/btsport/
https://twitter.com/btsportfootball
https://www.facebook.com/btsport
BT Creative
Premier League
https://www.premierleague.com/
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