Sports Direct’s star-studded, action-packed Christmas campaign features a powerful team of athlete ambassadors – including Jack Grealish, Emma Raducanu and Jessica Ennis-Hill – in a high-energy rallying call for viewers to get out and play whatever the weather.
Launched on 4 November, the retailer’s 2021 festive campaign aims to encourage viewers to get off the sofa, head out and play sport – even when the elements are against them.
Spanning 60- and 30-second TV ads, OOH and social content as well as in-store assets, the flagship spot also stars Big Narstie, Mason Mount, Fran Kirby, Declan Rice, Anthony Watson, Dominic Calvert-Lewin, Katarina Johnson-Thompson, Natasha Jonas, Conor Benn, Maro Itoje, golfer Andrew Johnston and England keeper Jordan Pickford and is set in a suburban street. It opens with the campaign’s sports stars lounging in front of their TVs, but as soon as snow starts to fall they realise that it’s the season to ‘Go All Out’ and one-by-one they head out for an epic snowball fight.
All wearing items from this season’s new Sports Direct collection (with viewers directed to find out more about the range online).
Initially teased socially hours before the official 4 November release of the full ‘GO ALL OUT This Christmas with Sports Direct’ video.
Plus, from 19 November, TikTok users will be able to prove whether they are ‘naughty, Narstie or nice’ with a bespoke gamified filter called ‘Narstie’s Naughty List’ which was inspired by Big Narstie’s cameo in the ad. The game task is simple: test your heading skills for a chance to be included on the Naughty List.
The campaign, reported to be worth £6m, was created by agency MOX and helmed by Directors Alex Motlhabane and Lewis Levi from THE REST through Pulse Films
Lucy Kelly of Pulse Films said: “Alex and Lewis’ vision for this was clear from the get-go and we were thrilled to be able to facilitate it for Mox and Sports Direct. The campaign is lively and playful, with the duo bringing their music video energy to the cinematic spot. It also celebrates coming together, something which we know will be even more important and special to families and friends across the country this Christmas.”
“After the challenges the nation has faced over the past year, we’re excited to encourage everyone to Go All Out this Christmas – with the help of some of the country’s biggest sporting legends,” said Sports Direct CMO Beckie Stanion. “From your TV screens to your smartphones, Go All Out is a truly integrated campaign that shows up consistently, and natively, across multiple channels. We partnered with TikTok on a gamified effect that is interactive, authentic and rooted in our social community. The result is an engaging experience that taps into Sports Direct’s playful persona and the creativity and fun that exists on the platform.”
“The new ad continues to celebrate our brand purpose; championing the legend in everyone, no matter how skilled you are. Whether you’re working on legs like Grealish, sprints like Jessica Ennis-Hill or backhands like Emma Raducanu – it’s time to shrug off the cold, step out and make this season your best one yet,” added Stanion.
The MOX team working on the campaign included Matt Bolton (Executive Creative Director), Enfys Dickinson (Producer), Molly Bolton (Stills Producer), Jas Rewkiewicz (Creative Director), Julien Lazaro (Art Director), Mark Bushnell (Creative), Sarah Vr (Strategy Director) and Xander Pietrovito (Business Director).
Comment
This campaign builds on the success of Sport’s Direct’s Christmas 2020 ‘Sports Starts Here’ marketing push which first introduced the brand’s new ambitious brand platform which seeks to position Sports Direct as ‘the ultimate destination for the gift of sport and fitness this festive season’.
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