Chelsea Football Club has unveiled a star-studded campaign to celebrate the release of its new kit.
The new kit, designed by sportswear retailer Nike, was inspired by London’s architecture and embodies the “vibrancy” of the city.
Launched last week, the marketing drive features a two-minute hero film soundtracked by Madness’s hit single Our House.
Titled ‘London, its Our House’, the spot stars Lionesses Millie Bright and Lauren James, England stars Cole Palmer and Reece James, as well as Chelsea players Marc Cucurella, Moises Caicedo, Sam Kerr, Guro Reiten, Naomi Girma, Nicolas Jackson and Enzo Fernandez.
Our House was chosen to “emphasise Chelsea’s place in the capital’s cultural landscape”.
Devised by London-based consultancy and creative studio Iconic alongside production house Till Dawn and Park Pictures, the spot aims to show audiences that Chelsea is not just a football club, it’s a “cultural institution”.
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It contains a series of vignettes such as Suggs driving a black cab and Palmer ordering his favourite jam sandwich. Fernandez is later shown at Stamford Bridge in his “sunday best”.
Casper Stylsvig, Chelsea Football Club’s chief revenue officer said: “London stands for creativity, innovation and an ever-evolving cultural landscape, and is embedded into our DNA. It’s fitting that in our 120th year this incredible city has such a visual representation on our home kit.
“The classic Chelsea blue and heritage colours stand strong alongside architectural icons of our skyline, we are proud to call London our home and to continue playing a big part in shaping its football community and culture”.
The ad, directed by Jake Erland, also features West London rapper Central Cee, known for the song Sprinter.
As part of the wider marketing push, the club has also released social content and out-of-home activations.
James Kirkham, founder of Iconic said: “Football can unite, bring people together and make you smile. We wanted to create something which felt uplifting and unmistakably London, yet Chelsea through and through. I think we’ve made the most positive football film in years”.
