Sports Direct has unveiled its 2022 Christmas campaign ‘Give Me Football’ bringing together some of the biggest names in the game for a series of spin-offs that intend to subvert the traditional Christmas ad.
In a festive season with little convention – given that the FIFA World Cup is taking place in the winter – the retailer’s campaign toys with the stereotypes of ‘common’ Christmas ads to deliver ‘something unexpected’.
The trio of 20-second commercials feature the likes of Eric Cantona, Thierry Henry, Mason Mount, Declan Rice, Jarrod Bowen, Emma Hayes, Gabriel Jesus, and the iconic football commentator, Clive Tyldesley.
While one video sees Eric Cantona and Mason Mount get up close and personal with a new fragrance, another commercial witnesses Sports Direct take on a smart-home-hub voiced by Cantona, starring West Ham duo Declan rice and Jarrod Bowen playing as children.
Developed by media business COPA90 and directed by Freddie Waters, of Pulse Films, the advertisements include tongue in cheek moments that intend to ‘raise a smile’ with some of the most famous faces in football delivering fans a ‘Christmas cracker’ of a commercial.
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“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,” Sports Direct chief marketing officer, Beckie Stanion, said.
“We wanted to create something that would surprise and delight our consumer.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.”
The campaign builds on the success of last year’s Christmas campaign ‘Go All Out’ which inspired Brits to go and play during the festive season.
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.”
