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Tag Archives: sports ads

ENVY Advertising Recreates Authentic Sounds of F1’s History for Evocative Sky Sports Promo

Sky Sports - Vintage Sounds F1 Promo by ENVY Advertising from Adstasher on Vimeo.

Sky Sports ushers in the next chapter of Formula 1 with a rousing new ad that takes us back to where it all began. The 40-second promo was created by Sky’s in-house advertising agency, Sky Creative Agency. ENVY Advertising crafted the sound design and reworked Fleetwood Mac’s classic F1 theme, ‘The Chain’ to complement the ad.

Directed by Knucklehead’s Lieven Van Baelen, the promo plays out as one seamless camera pan that takes viewers on a journey through F1’s rich history. Aptly set to the goosebump-inducing baseline of Fleetwood Mac’s track, the ad pays homage to F1’s biggest legends and unforgettable moments.

Beginning in more manual times with boundary-pushing pioneer Juan Manuel Fangio and his Ferrari in the ‘50s, the film goes on to highlight technology’s impact on speed with the revolutionary Lotus ’79 model. Dramatic rivalries are recounted through Ayrton Senna and Alain Prost’s ’89 feud, and the film ends in present day, with former World Champions, Jenson Button, and Nico Rosberg, welcoming a new chapter of F1.

With sound and music playing such a key role in enhancing the narrative of this latest promo, ENVY Advertising was tasked with crafted a highly authentic and meticulously-researched soundscape to convincingly immerse audiences in each era depicted in the ad.

ENVY Advertising’s Senior Sound Designer, Arge, comments: “The absolute focus was the authenticity of sound from the cars themselves, that they should embody and feel very much of the era they are representing. You should almost know where you are in time just from listening to the engines. This was quite a challenge as there are plenty of die-hard F1 fans who would rightly call us out if the sounds weren’t authentic. You can’t just slap a V10 sound on a V8 engine… It’s not the done thing! We spent a lot of time on YouTube listening to how engines sounded and how they differ from decade to decade. Films like Rush and Senna also proved to be useful research tools. While sourcing these elements proved a challenge, F1 aficionados at Sky were very helpful with archive material, combined with a great library of F1 sounds we have now gathered at ENVY, plus a lot of magic applied to few YouTube clips!”

On creating the sounds of the environment around the cars, Arge says: “Background sounds such as the mechanics in the pit lane, the people, and the camera shutters were also important to get right. Particular attention was paid to the commentators. The talented voice actor, Lewis Macleod, helped us create different voices of the commentators for each era, and even some of the characters. For real authenticity, we actually got Lewis to use a selection of specific microphones from the era being represented. This effect of the mics is particularly apparent in the radio version of this campaign we worked on.”

To create a suitably epic soundtrack, ENVY Advertising reworked Fleetwood Mac’s iconic tune, ‘The Chain’, into a version that would mirror the promo’s visual journey through different eras. Arge says: “After trying many different tracks, it was clear that everyone loved the idea of using this classic theme. However, we wanted to do something different, so the creatives, Simon and Nicole, had the idea of creating a more atmospheric piano and string-based version of the song. We then took that and seamlessly worked it into the original Fleetwood Mac version. The result was an extremely cinematic opening which then builds into the classic recognisable theme with a great crescendo for the final reveal.”

This upcoming F1 season marks the first to be covered exclusively on Sky Sports, which owns broadcast rights to 20 out of 21 races.


Advertiser: Sky Sports

Marketing Director, Sky Sports: Jo Fox
Head of Brand Marketing, Sky Sports: Robbie Balfour
Senior Marketing Manager, Sky Sports: Laura Pinnell

Creative Agency: Sky Creative Agency
Creative Director: Simon Corkin
Creative Director: Nicole Poppi
Producer: Ella Littlewood
Producer: Al Mcgee
Head of Production: Paul Mortimore
Strategist: Anthony Edwards
Account Lead: Nick Waddell
Senior Account Manager: Alex Rodger

Production Company: Knucklehead
Director: Lieven Van Baelen
Head of Production: Francis Mildmay-White
Production Manager: Cat Irving
Director of Photography: Glynn Speeckaert
Production Designer: Chris Oddy
Costume Designers: Bratsk
Makeup and Hair: Natasha Lawes
Casting Director: Hammond Cox Casting

Studio: Warner Bros Studio Leavesden
Offline Editor: Emmanuel Van Hove

Post Production: Framestore
Post Producer: Victoria Lovejoy
Colourist: Simon Bourne
VFX: Paul O’Brien
Audio Post Production: ENVY Advertising
Producer: Pete Burch
Sound Designer: Arge

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GOL: Mastercard Becomes Official Payments Brand of South American Football

Mastercard, major sponsor of international football for over 30 years, announced today it has closed an agreement with the South American Football Confederation, CONMEBOL, to be the Official Payment Services partner and Contactless Payment brand for CONMEBOL Copa América Brasil 2019 and CONMEBOL Libertadores 2019. Through the new agreements, Mastercard renews its sponsorship of CONMEBOL Copa America for the 12th consecutive edition and becomes a first time sponsor of CONMEBOL Libertadores until 2023.

As the Official Contactless Payment brand of CONMEBOL Copa América Brasil 2019 and CONMEBOL Libertadores 2019-2023, Mastercard solidifies its commitment to providing consumers with safe, simple and secure ways to pay for everything that matters… like football. From ticket purchasing, to paying for taxi rides to the stadium, to the snacks purchased at the concession stands, Mastercard will work with its partners to bring contactless experiences to football fans so they spend less time paying for things and more time enjoying the games.

Consumers that use contactless love the technology’s because it provides peace of mind and saves them time – they are 10 times faster than paying with traditional methods. Shop owners save thousands of hours at checkout and reduce operational costs making it the perfect technology for people that want to enjoy football.

“As a long-time supporter of football, the most beloved sport of Latin America, we are excited to add CONMEBOL Copa America and CONMEBOL Libertadores to our roster of premier football sponsorship assets which include the Brazil National Team (CBF), UEFA Champions League and ambassadors Lionel Messi, Neymar and Javier Zanetti,” said Carlo Enrico, President, Mastercard Latin America and Caribbean. “This powerful combination of South America’s best-of-the-best in football will allow us to bring Priceless payment experiences to the fans and advance efforts toward a world beyond cash.”

As sponsors of the two tournaments, Mastercard will have the following rights:

  • Exclusivity in the payment services category, including Official Contactless Payments brand.
  • Global rights to use the tournament name and brand.
  • Ability to work with its partners to offer exclusive benefits and experiences to Mastercard cardholders.
  • Exclusive rights to the Trophies of both tournaments.
  • Exclusive rights to Player Escorts to offer the experience to Mastercard customers and cardholders (only for Copa America).

“Mastercard has an established heritage in sports, with an attitude that constantly seeks to conquer new challenges and a constant search to improve payment experience for football lovers. We are delighted to announce this partnership for the CONMEBOL Copa América Brasil 2019 and CONMEBOL Libertadores, two of our greatest competitions that has inspired South America for decades with values like teamwork, self-belief, and a fighting spirit”, said José Astigarraga, Secretary General of CONMEBOL.

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Betfair and Leo Burnett Showcase What it Means to ‘Play Smart’ with Global Football Superstars

Online gambling company Betfair and creative agency Leo Burnett London have launched an integrated campaign called ‘Betfair Play Smart’ targeted at new and existing customers and using world-renowned sports legends to show them how to ‘Play Smart’.

Leo Burnett London were tasked to create a campaign that highlights Betfair’s position in the market as the go-to place for smart betting by leveraging their sponsorship contracts with Arsenal F.C, FC Barcelona and Juventus F.C.

Using Betfair’s access to high profile talent as part of their sponsorship contracts, the campaign consists of three online films, using 12 world renowned football players, including; Bernd Leno (Arsenal FC) Leonardo Bonucci (Juventus FC) and Philippe Coutinho (FC Barcelona)

The club films convey how the football players assess, predict and anticipate moves before they happen, both on and off the pitch, emphasising Betfair’s position as being the place for smart bettors and a platform that embodies ‘Playing Smart’.

The Play Smart campaign is the sponsorship evolution of the Betfair campaign ‘Where Gut Instinct Meets Smarts’, building on the cognitive process of blending instincts, intelligence and competitiveness and the ability to ‘Play Smart’.

The campaign will be supported on social channels including Facebook, YouTube, Instagram and Twitter with a series of tactical short form edits, designed to drive viewers to watch the three club films. The edit featuring FC Barcelona’s attacking midfielder Philippe Coutinho will be turned in to a TV ad for Spanish markets broadcasting this week.

Stephen Mault, Brand Director at Betfair said: “We set out to create a digital led campaign, that would leverage our high-profile partnerships with FC Barcelona, Juventus and Arsenal to support our international growth. The creative positions the brand as the destination for the smart bettor, while building association between the brand and our high-profile partners. We’re delighted with the creative and the output is testament to the combined effort of brand and agency.”

Liam Hopkins, Board Account Director at Leo Burnett London said: “Betfair have managed to navigate a whole series of parameters to deliver a pioneering campaign in under one hour for each club shoot. They have positioned themselves as the place for people who ‘Play Smart’ and showcased their fantastic football sponsorship portfolio at the same time in this truly collaborative effort”.

Title/Project - Betfair Play Smart

Agency - Leo Burnett London
Agency contact - Liam Hopkins, Client Lead

Client Name, Harry Phillips, Head of Sponsorship & PR

Copywriter - Liane Dowling
Art director - Gareth Butters
Planner/CSU Director - Ben Felton
Designer - Ron Morrison

Production company - Tangerine Films
Director - Ben Jones

Audio Post Production - Prodigious

Post Production - Prodigious

Exposure (media channels) - Facebook / Twitter / Instagram / TV – Spain & Brazil (Barcelona only)

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Swedish Elite Soccer Team Lets a Fan be the Coach in Unique Marketing Stunt

To help sell season tickets Swedish elite soccer team GAIS let a fan coach the team. It was during a local rival derby that the worlds first Fanager took place in the dugout.

Season ticket holders could apply to the position as the Fanager. One lucky fan got the chance to coach the team for one game during the season.

Breaking the barrier between fans and the club increased season ticket sales with 21.9 % And proved that soccer is a team effort where players and fans win and lose together.

Experiential advertisement created by Milk, Sweden for GAIS.

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NFL’s “The 100-Year Game” is Crowned as USA Today’s Ad Meter Champion

USA TODAY, part of Gannett Co., Inc. (NYSE: GCI), announced that the NFL’s “The 100-Year Game” was voted the winning commercial of USA TODAY’s 31st Annual Ad Meter, the industry-leading tool used to track public opinion surrounding Super Bowl ads. The commercial with the highest average rating in this year’s competition, presented by TaxSlayer and sponsored by Sprint, features some of the biggest stars in NFL history engaging in a comedic brawl over a golden football while attending a black-tie dinner to celebrate the league’s upcoming centennial season. This is the first time that the National Football League has finished first in USA TODAY’s Ad Meter.

Voting took place on the Ad Meter platform at admeter.usatoday.com starting on Wednesday, January 30, at noon ET and ending after the game at 1 a.m. ET/10 p.m. PT. There were tens of thousands of registered panelists, and panelists were required to rate every eligible national Super Bowl ad that aired between the coin toss through the end of game regulation, including halftime. The ad with the highest average score on the 1-10 scale was declared the winner.

The top five ads, as rated by the 2019 Ad Meter panelists, are:

“This year’s Super Bowl commercials made for yet another exciting and entertaining Ad Meter competition for fans of all kinds,” said Andy Yost, chief marketing officer, Gannett | USA TODAY NETWORK. “Congratulations to the NFL on creating an ad that resonated with so many of our panelists.”

“The Super Bowl is the premier platform for companies and brands to share creative, multi-media marketing experiences with their consumers,” says Chris Moloney, chief marketing officer, TaxSlayer. “Ad Meter shows us which messages struck the biggest emotional cord in America.”

“Commercials are practically their own reason to watch the Super Bowl and no one helps sift through the noise like Ad Meter,” said Roger Solé, chief marketing officer, Sprint. “Sprint is once again proud to sponsor the 2019 Ad Meter and is honored to be included in such a powerful and creative field.”

Previous Ad Meter winners and ratings include:

2018 – Amazon – Alexa Loses Her Voice – 7.18
2017– Kia – Hero’s Journey – 7.47
2016 – Hyundai – First Date – 6.90
2015 – Anheuser-Busch – Lost Dog – 8.10
2014 – Anheuser-Busch – Puppy Love – 8.29
2013 – Anheuser-Busch – Budweiser Brotherhood – 7.76
2012 – Frito-Lay Doritos – Man's Best Friend – 8.82
2011 – Tie – Bud Light – Dog Sitter Puts Dogs to Work; Frito-Lay Doritos – Dog's Revenge for Doritos Teasing – 8.35
2010 – Mars Snickers – Betty White and Abe Vigoda in Casual Football Game – 8.68
2009 – Frito-Lay Doritos – Crystal Ball Sees Free Doritos - 8.46
2008 – Anheuser-Busch – Dalmatian Trains Clydesdale to Make Beer Wagon Team – 8.73
2007 – Anheuser-Busch – Crabs Worship a Cooler of Budweiser on the Beach – 8.56
2006 – Anheuser-Busch – Secret Refrigerator Stocked with Bud Light – 8.39
2005 – Anheuser-Busch – Pilot Jumps Out of Airplane for Bud Light – 8.65
2004 – Anheuser-Busch – Owners Demonstrate How Their Dogs Fetch Bud Light – 9.04
2003 – Anheuser-Busch – Replay – 8.99
2002 – Anheuser-Busch – Satin Sheets – 9.11
2001 – Anheuser-Busch – Cedric's Dream Date – 8.63
2000 – Anheuser-Busch – Rex the Dog Recalls His Worst Day – 8.09
1999 – Anheuser-Busch – Separated at Birth – 8.01
1998 – Pepsi – Flying Geese – 9.08
1997 – Pepsi – Dancing Bears – 8.22
1996 – Pepsi – On Security Camera, Coke Driver Nabs a Pepsi – 9.42
1995 – Pepsi – Boy Gets Sucked Into Bottle – 9.66
1994 – Pepsi – Chimp Escapes Lab, Hits the Beach – 9.34
1993 – McDonald's – Jordan and Bird Shoot Hoops – 9.00
1992 – Nike – Bugs Bunny and Michael Jordan Team – 8.51
1991 – Diet Pepsi – Ray Charles' New Jingle Catches On – 8.52
1990 – Nike – Famous Announcers Call Imaginary Game – 8.17
1989 – American Express – Dana Carvey and Jon Lovitz Travel to the Super Bowl – 7.52

Visit admeter.usatoday.com to see the full results.

Founded in 1982, USA TODAY reflects the pulse of the nation, serving as host of the American conversation by delivering high-quality, engaging content through unique visual storytelling across all platforms. A media innovator, USA TODAY reaches nearly 82 million unique visitors each month across digital platforms, with more than 25 million downloads of our award-winning app. USA TODAY also remains the nation’s number one newspaper and is owned by Gannett Co., Inc. (NYSE: GCI).

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Reebok and MTV Partner with DW Fitness First on Influencer-Led Activation

DW Fitness First, one of the largest privately owned health and fitness providers in the world, announces its exciting new partnership with Reebok and MTV by launching a nationwide activation. Developed with the help of media brokering agency, Electric Glue, the Influencer-led activation aims to showcase the SS19 Reebok collections and engage key female audiences with a series of fun workouts.

Calling all you 👑 CARDIO QUEENS 👑 and 🏅 GOAL DIGGERS! 🏅

We’ve teamed up @ReebokUK and @DWFitnessFirst to bring you 5 on-fleek fitness workouts curated by ultra-babe @DaniellePeazer

🔗💅 Watch in full & try them with your girl gang: https://t.co/8Tr3H4cpAn pic.twitter.com/WWjKUlG3EP

— MTV UK (@MTVUK) January 24, 2019

DW Fitness First and MTV enlisted Influencer, Danielle Peazer, to be the face of the activation. Peazer is one of the UK’s most successful commercial dancers and has been a brand ambassador of Reebok since 2016. For this campaign, MTV produced five x 10-minute workouts, which are designed to be fun and accessible to encourage women to incorporate more fitness into their lives.

The first two workout videos of the content series launched at the hero event, ‘Dance the Distance’, on Thursday 24th January at DW Fitness First’s flagship gym in Cottons Centre, London. ‘Dance the Distance’ was attended by Peazer, amongst other Influencers, and saw her hosting three workout sessions for gym-goers and the public, which took place in the early morning, lunchtime, and late afternoon. The event will also feature a showcase and gifting of the SS19 Reebok collection and a meet and greet with Peazer.

Electric Glue worked in close collaboration with DW Fitness First to develop a high-impact campaign across the brand’s storytelling channels. The media brokering agency integrated the idea with the overall media strategy from the early stages of the campaign to effectively amplify the DW Fitness First, MTV, and Reebok’s aims.

Jess Moore, Head of Brokering, comments: “’Dance the Distance’ is an exciting opportunity to amplify the message that DW Fitness First actively supports women who want to be more engaged and involved with sport - whatever their level is. During the first phase of this campaign, we will focus on opening communication with an engaged 18-35 female audience. In the second phase, we will retarget this audience and focus on conversion. MTV’s channels are the perfect place to start this conversation and showcase the Reebok/DW Fitness First/Danielle Peazer collaboration.”

‘Dance the Distance’ will take place nationwide, with similar events launching across other DW Fitness First locations, featuring local Influencers. Following the initial launch, the content will be shared on DW Fitness First’s social channels, its app, and in their gyms nationwide. The remaining workout videos will be rolled out between January and May.

DW FF Video - Work out 1:

About Electric Glue
Electric Glue is an independent Media “brokering” Agency based in Soho. The company effectively brokers partnerships between media owners and clients. Unlike traditional Media Agencies, Electric Glue is unique, different and proud of it. This distinctiveness has helped it build a business in just five years, working with a great bunch of like-minded clients such as Rightmove, Clipper Tea, Virgin Media Business and DW Sport.

Electric Glue believes in the power of media to make ideas powerful. It doesn’t believe media can or should be planned in isolation of creative. This is why they like partnering with like-minded creative agencies and working closely with them.
Website: http://www.electricglue.com/

Advertiser: DW Fitness First, Reebok, MTV

Digital and Media manager, DW Fitness First: Lizzie Buttery
Director of Marketing, DW Fitness First: Lee Pinnington
Assistant Manager Omni-channel Marketing at Reebok, Reebok: Jamie Taws
Manager, Brand Partnerships, MTV: Joshua Brill
Content and Partnership Manager, Sky: Jack Campbell
Talent: Danielle Peazer

Production Company: MTV

Media Brokering Agency: Electric Glue
Head of Brokering: Jess Moore
Strategy, Managing Partner: Darius Karbassioun

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Elliot Dear Smashes Through in BBC Six Nations Coverage Trailer

Director Elliot Dear brings 'Wachowski-like' flair in Blinkink's latest creative campaign for BBC's coverage of the Rugby Six Nations.

Using motion-controlled in-camera wizardry and model-making Elliot recreates the "time-slice" technique, made famous in films such as The Matrix, leaving a rugby ball-shaped hole in the January blues.

This campaign was created by BBC Creative.


Director: Elliot Dear
Executive Producer: Bart Yates
Producer: Alex Halley

DOP: Max Halstead
Art Director: Emma-Rose Dade
Art Department: Luke George

Compositors: Simone Ghilardotti, Dan Hawkins, Elliot Dear

BBC Creative -
Creative Director: Tim Jones
Creative Team: Andy Parkman & Sarah Beatty
Producer: Lucy Dawson

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Boston Bruins Tap Fuseideas For Winter Classic Promotion

BOSTON — In anticipation of the upcoming 2019 Bridgestone NHL Winter Classic, the Boston Bruins turned to Fuseideas to help promote and drive sales of their limited series Winter Classic jersey at The ProShop at TD Garden, according to Dennis Franczak, CEO of the full-service advertising firm.
Fuseideas, who has worked with the Bruins since 2007, has created a variety of frozen and eye-catching work that will appear as an in-arena promotion with video displayed on Garden HDX, New England Sports Network, in-arena signage and retail display prior to the January 1st game between the Bruins and the Blackhawks at Notre Dame Stadium.

The 2019 Bridgestone NHL Winter Classic Jersey is available on the BostonProShop.com site and in the ProShop on Level 2 at TD Garden.

About Fuseideas

Fuseideas is an award-winning, integrated, full-service advertising agency that helps clients navigate the chaos that exists in the media landscape today. Fuseideas clients can achieve their brand and marketing objectives across all relevant channels. These include brand strategy, creative, digital strategy and web engineering, all forms of media planning and buying, public relations and social media, experiential marketing and analytics. Fuseideas is headquartered in Boston with additional offices in Portland, Maine, San Francisco and Prague. For more information, visit Fuseideas online at www.fuseideas.com

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