Ambassadors Eric Cantona, Mason Mount and Thierry Henry are amongst the footballers fronting Sports Direct’s ‘Give Me Football’ Christmas campaign which sees some of soccer’s biggest names star in a series of spin-off spots that seek to subvert the traditional UK Christmas ad arms race.
The campaign, created by COPA90 and helmed by Pulse Films Director Freddie Waters, seeks to engage both seasoned football lovers and festive gifters.
It was built out of the insight that 2022’s football season is an unconventional one – with an unusual Premier League break and a Winter FIFA men’s World Cup – and explores this by playing on classic Christmas traditions and subverting the frequently used festive season marketing stereotypes to offer something unexpectedly different .
Launched on 3 November, the campaign spans TV, OOH, social media and in-store screenings with flagship TV spots airing during ITV’s ‘I’m a Celebrity’ and ‘Gogglebox’ shows. It is spearheaded by a trio of 20-second commercials: each one a comically playful parody on typical festive advertising with an added footie twist.
The three spots feature a strong line-up of soccer endorsers from Sports Direct’s ambassador stable including Cantona, Henry and Mount alongside Declan Rice, Jarrod Bowen, Emma Hayes, Gabriel Jesus and much admired UK football commentator Clive Tyldesley.
‘Eau de Footie’ follows Mount and Cantonaas they get up close with a new festive fragrance designed to fill the country’s Christmas stockings.
‘Family Dinner’ sees turkey off the menu at an atypical Christmas dinner with Cantona, Henry, Hayes, Jesus and Tyldesley.
‘Directa’ is Sports Direct’s take on a smart home hub and is voiced by Cantona and also stars West Ham duo Rice and Bowen.
‘Give Me Football’ seeks to further promote Sports Direct as the destination for sport, fitness and fashion at Christmas.
“As we head into an extremely exciting period, building up for both the World Cup and Christmas, we wanted to celebrate notable festive traditions with a comedic football spin. We wanted to create something that would surprise and delight our consumer,” commented Sports Direct Chief Marketing Officer Beckie Stanion, “The adverts continue to celebrate the Sports Direct brand purpose; championing the legend in everyone, through the powers of sport. Whether you are a pro on the football pitch or taking charge of the Christmas feast, it is a time to come together and make this season your best one yet, either on or off the pitch.”
COPA90 Creative Director Lawrence Tallis added: “At a time of year when brands of all shapes and sizes are trying to convince you that their products make the perfect Christmas presents, we know there’s only one gift worth giving – football. We’ve brought together a star-studded cast to celebrate the first Christmas World Cup, subverting some of the tropes of festive ads by hi-jacking them with football.”
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These commercials feature a few tongue-in-cheek which might even make Scrooge himself crack a smile.
This year’s festive marketing follows’ in the footsteps of Sports Direct’s 2021’s ‘Go All Out’ Christmas campaign which inspired Brits to go outside and play sport during the festive season.
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