UK sportswear and streetwear retailer Footasylum rolled out its first ever Christmas advert which is themed around clashing festive cultures and which challenges the viewer to reimagine Christmas traditions.
The hero commercial, called ‘Tradition is Boring’, stars Harry and Sandra Redknapp who appear in a seemingly picture-perfect, Downton Abbey style Christmas scene before things get turned around by the topic of Christmas pudding versus jam rolly-polly – with help from YouTuber Chunkz, Yung Filly and Amelia Dimoldenburg.
The ad, which plays on generational gaps and promotes the high-energy, positive chaos of Gen Z’s media stars, comes in 40- and 30-second versions and launched on 30 November.
The commercial will primarily run on UK TV across Sky and Channel 4 channels, as well as across social platforms.
The work was created in-house and by production company Chief.
This spot seeks to stays true to the Footasylum brand: a challenger sports retailer which pokes fun at the traditional, the established and the expected and which seeks to brings some fun back to the sector.
Footasylum Head of Marketing Howard Tattersall said: “We are a contemporary brand, increasingly known for entertaining our consumers and audiences with funny and engaging content, featuring celebrities they can relate to. This ad brings all that together – subverting the traditional Christmas and bringing it bang up to date for our consumers and their families.”
Karen James, Commercial Director at Chief, added: “It’s a bit of a cliché to say ‘team effort’ but this really was exactly that. Creative collaboration from the first conversation right up to the off-line editing and incorporating all important stills photography. We all love a blockbuster Christmas ad and this was a dream brief for Ben Tonge. Pulling the rug on what looks like a classic Christmas ad and creating something cool and funny.”
The campaign was created by Footasylum’s in-house team which included copywriter Joe Sammells, Simon Lloyd and Ryan Harding, while the production company was Chief with Director Ben Tonge and Producer Colin Offland, plus Ian McLaughlin, Paul Willis and Ben McFarlane with sound by Sound Mix.
Comment:
Footasylum is a retailer which is seeking to innovate and lead the way in how brands connect with Gen Z audiences: ass illustrated by its recent YouTube reality show ‘Locked In’.
‘Locked In’ runs exclusively on the Footasylum YouTube channel, and sits alongside original content such as ‘Does The Shoe Fit’, ‘Chefasylum’ and ‘Travel Guide’.
There are signs of success for the strategy as the brand’s channel has amassed over 138m views, 1.4bn impressions, 18m hours of watch time and more than 750,000 subscribers without any ad spend.
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