BT Sport launched its new advertising campaign, called ‘Take Them All On’, on the last day of July primarily promoting its coverage of the new Premier League 2018/19 football season which kicks off on 10 August.
The campaign, which showcases the full range of top flight sport available across its channels, was developed in collaboration with creative agency AMV BBDO.
The campaign is fronted by a 60-second television advert focusing on a sports-mad schoolgirl called Charlotte.
The narrative follows Charlotte throughout her day as she imagines taking on and getting the better of her favourite sports stars – from footballers such as Lingard, Bale and Steph Houghton to other sports stars ranging from Johanna Konta to Sam Warburton and Cal Crutchlow – all set to Britpop anthem ‘Connection’ by Elastica.
The TV work is supported across digital and social channels.
Leaving Gareth Bale for dead and nutmegging Dele? All in a day's work for Charlotte…
Premier League
Champions League
WSL
Gallagher Premiership
Champions Cup
World Championship Boxing
Cricket
MotoGP
#TakeThemAllOn pic.twitter.com/IRDxvGxqbH— BT Sport (@btsport) July 31, 2018
With additional support from some of the broadcaster’s high profile presenters and analysts.
I got the chance to witness Charlotte’s unbelievable skills live! Now here’s your chance @BTSport #TakeThemAllOn pic.twitter.com/lrThlK9qqR
— Rio Ferdinand (@rioferdy5) July 31, 2018
The campaign was created for BT Sport GM David Stratton, head of marketing Jon Crownshaw and marketing managers Lauren Crozier and Tom Rowe by an AMV BBDO team led by creative directors Alex Grieve and Adrian Rossi, copywriter Mike Crowe, art director Rob Messeter, planner Joe Smith, account team Nick Andrew, Matt Thomas, Patrick Bolton, Jack Farkas and David Oyedele, agency producers James Robley and Deborah McCartney.
The media agency was Essence, the production company Sonny, post was handled by The Mill and auto post by 750MPH, while the hero ad was helmed by Fredrik Bond.
Comment:
First we had Everton and Umbro launching the Premier Lesgue’s first ever kit campaign fronted by its women’s team (see case study), then Stanley Black and Decker signed a unique, first of its kind shirt sponsorship with Barcelona Femeni (see case study) and now BT’s Premier League promo is told through the eye of a girl.
Women’s football and associated commercial partnerships in all their forms are on the rise!
Launched within 48 hours of its broadcast rival Sky Sports own new Premier league season campaign ? (see case study),
?
this year’s campaign follows BT’s 2017 new season spot called ‘Being Dele’ (see case study) and 2016’s ‘4 Competitions, 1 Venue’ campaign (see case study), its ‘Pub Signs’ promotion (see case study), as well as 2015’s ‘House Party’ (see case study).
This season will see BT Sport screen all UEFA Champions League and UEFA Europa League matches exclusively on BT Sport, plus the FA Cup and women’s football, as well as Heineken Cup rugby and more boxing than ever before.
Links:
BT Sport
https://www.youtube.com/user/BTSportOfficial
https://www.instagram.com/btsport/
https://twitter.com/btsportfootball
https://www.facebook.com/btsport
AMV BBDO
