As the new Premier League season kicked off on 9 August, Just Eat rolled out its first wave of idents activating its new BT Sport sponsorship based around bad lip reading.
This is Just Eat’s first ever BT Sport sponsorship tie up and the idea behind the creative series is to replace football commentary and expert analysis with lipsynched random musings about takeaway food.
The inspiration is the ‘bad lip reading’ YouTube trend which sees clips intentionally badly lip-read for comic effect.
So, leveraging this social sensation, Just Eat creative agency McCann London has created a set of six idents which will be rotated throughout the Premier League season and the Europa League on BT Sport.
Each spot sees the marketers hack BT football moments and footage and replace expert football commentary and analyse with deliberately badly dubbed and trivial chat about takeaway food.
One spot sees a commentator say “I’ve said it before, I’ll say it again – I do not share my nuggets”, while another asks “can I have a kebab”.
The idents will run on BT broadcast channels and social platforms throughout the entire football season.
The campaign was created for Just Eat’s Stuart Eaton (Global Head of Brand), Matt Bushby (UK Marketing Director), Fiona Bateman (Head of Campaign Communications) and Rosa Orchard (Senior Marketing Executive) by a team from creative agency McCann London led by creatives Alexei Berwitz and Rob Webster, senior creative Erik Uvhagen, business director Tommy Smith, senior account manager Emma Reitman, account manager Joely Buxton-Smith, planning director Elisa Chami-Castaldi, junior planner Ipek Erel, project manager Chloe Lockett, creative director Jade Sheppard and chief creative officers Robert Doubal and Laurence Thomson.
Production was handled by Craft London with Amos Usiskin (Executive Producer), Isaac Crutchley (Editor) and Giuseppe Hall and Will Frances (Audio Engineers).
Post was by Envy with Greg White (EP/MD), Saskia Delius (Post Producer), Richard Martin and Marcin Pawlik (Audio Engineers) and Martin Waller (Senior VFX Supervisor).
Comment:
A classic social trend bandwagon jump.
The idents are a touch odd.
But not as odd as the brand’s 2018 World Cup ‘Put It On A Plate’ initiative fronted by John Barnes (see case study).
Links:
Just Eat
https://www.youtube.com/user/TVjusteat
https://www.instagram.com/justeatuk/
https://www.facebook.com/justeat
https://www.pinterest.co.uk/JustEatUK/
McCann London
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