Sports Direct launches star-studded ‘Give Me Football’ Christmas Campaign
Sports Direct’s 2022 Christmas campaign 'Give Me Football' is out and features football legends, following the success of last year’s ‘Go All Out’ messaging.
Subverting from the traditionally festive Christmas campaign norm, athleticwear giant Sports Direct has opted for a football-centric theme this year. Featuring some of the biggest names in the sport, such as Eric Cantona, Emma Hayes, and Declan Rice, this marketing ploy is designed to attract both football fans and festive gifters.
Beckie Stanion, Chief Marketing Officer of Sports Direct commented: “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. We wanted to create something that would surprise and delight our consumers. The adverts continue to celebrate the Sports Direct brand purpose; championing the legend in everyone, through the powers of sport.”
The miniature series, developed by COPA90, comes to life in a trio of 20-second adverts, parodying classically festive themes in unexpected, comedic ways. Lawrence Tallis, Creative Director at COPA90, added: “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.”
The three clips include:
• Eau de Footie - Mason Mount and Eric Cantona get up close and personal with a new fragrance that is sure to make its way into stockings
• Family dinner - turkey’s off the menu at this not-so-typical Christmas dinner with Eric Cantona, Thierry Henry, Emma Hayes, Gabriel Jesus, and Clive Tyldesley
• Directa - Sports Direct’s take on a smart home hub voiced by Eric Cantona also starring West Ham duo, Declan Rice and Jarred Bowen
From 4th November, the campaign will be showcased across TV, OOH, social media and in-store screenings with prime TV spots during the launches of this season’s long-awaited I’m a Celebrity and Gogglebox.
