High Five: Projects of Passion in the World of Sport
I have such fond memories of sports advertising from my time growing up, with a particular affinity for old ESPN work, and it was a big part of me falling in love with the industry. The work below shows that there is still really powerful marketing coming from the sports world, and even if the form of that work has changed over the years, the passion still shines through...
Michelob ULTRA - 'NBA Courtside'
Agency: FCB New York
During the NBA’s 'bubble' season, the absence of fan engagement created a real gap. Michelob ULTRA’s 'NBA Courtside' initiative found a way to turn that gap into an opportunity. It was a great example of marketing that adds real value to the consumer experience, rather than just using a sponsorship to plaster your logo everywhere you can.
Nike - 'You Can’t Stop Us'
Agency: Wieden + Kennedy Portland
Production: Pulse Films
Director: Oscar Hudson
Director: Oscar Hudson
Honestly, while this ad has a lovely story and narrative, my admiration for it is almost exclusively about its editing and production. The stitched together footage is stunningly beautiful, and it's a proper homage to the power of impeccable execution. In a world where marketers can often overthink things, this piece is a reminder that beautifully executed work should be celebrated.
UEFA - 'The Road to UEFA Women's Euro'
Ahead of the Women’s Euro 2022, UEFA has created its own game in Roblox with the intention of inspiring more children to get engaged with football. There are a couple things I like about this effort. Firstly, it shows a willingness to navigate new spaces and experiment - a trait that I think more brands need to embrace. Secondly, it's work that's focused on helping a new generation of fans be more active - a forward-looking perspective on their brand and business.
Nike - 'Mind Sets'
Agency: AnalogFolk Amsterdam
Nike’s 'Mind Sets', a project done in collaboration with our AnalogFolk team in Amsterdam, is one I loved seeing launch. In a world of sports marketing that almost always focuses on physical performance and readiness, it was refreshing to see work that focused on using movement to positively impact your mental wellbeing, and opened dialogue around a different side of the sport.
Peacock - 'Olympic Highlights with Kevin Hart and Snoop Dogg'
This isn’t exactly a traditional brand campaign (to be honest, it’s not really a campaign at all), but I love it nonetheless. As the streaming service Peacock was getting up and running, the Olympic effort with Kevin Hart and Snoop Dogg (available to see here in the USA) was such a great bit of fun. I never really thought anything was wrong with Olympic coverage before, but this definitely changed my mind - and anything that’s gets you to re-evaluate something you thought you knew is a good thing in my book. Plus, we could all use a little more laughing in our lives these days.
