Sports Direct Dares You to Dream in Star Studded Christmas Spot
Sports Direct has unveiled its Christmas campaign ‘Dream Big’, featuring some of the UK’s biggest sports stars and one little sporting fanatic, who’s Christmas wish to compete against her favourite heroes comes to life. Directed by Fred Again’s creative director, LOOSE and soundtracked by a reworked version of the iconic Tears for Fears tune, ‘Everybody Wants to Rule the World’, updated to 'Everybody Loves This Time of Year' - Sports Direct’s light-hearted festive spot aims to inspire big dreamers around the country to believe that any sporting dream could come true.
Starring Mason Mount (for the third year running), Alessia Russo, Lauren Hemp, Aaron Ramsdale, Eberechi Eze, James Maddison,Eddie Nketiah, Gabriel Jesus, Johnny Fisher, Conor Benn, Zarnel Hughes, the commercial showcases the determination of ‘Little Legend Macy’ who’s Christmas wish is to become the ‘Best Sportstar in the World’. Making her wish come true, Macy takes on each of the national sporting heroes at their own game in a playful dream sequence.
In a year when Britain’s young sporting elite have continued to shatter ceilings and make historical moments in British sport, including the England Lionesses securing a monumental place in the World Cup Final and sprinter Zharnel Hughes achieving a record-making year, ‘Dream Big’ champions the legend in everyone and shows aspiring stars that they can achieve anything when they dare to dream.
Throughout the ad, as Little Legend Macy beats each of the stars at their own game, we’re also treated with comedic twists, including:
- A Christmas ‘Band’ featuring - Eberechi Eze, Alessia Russo, James Maddison and Eddie Nketiah
- A boxing showdown against Conor Benn
- A shoot out versus Alessia Russo
- A sprint finish against Zharnel Hughes
- A surprising Sports Direct delivery man in Gabriel Jesus
The campaign will be rolled out across TV, OOH, social media and in-store screenings with flagship TV spots during Good Morning Britain and Lorraine.
Building on the success of last year’s blockbuster, ‘Give Me Football’, Sports Direct continues to cement themselves as the no.1 destination to inspire athletes everywhere and gives the gift of unbelievable sport and fitness this Christmas.
Beckie Stanion, chief marketing officer Sports Direct, said, “2023 has been a monumental year for sport, and with the Euros and the Olympics coming up where we’ll all be rooting for our young home-grown stars, this year we wanted our advert to celebrate the sporting prowess of this group to show aspiring athletes everywhere that they too can shatter expectations and dream big.
Sport Direct believes that sport has a unique power to bring out the best in all of us and this advert aims to champion the legend in everyone, so our audience are ready to reach their next sport and fitness dream.” .
LOOSE, director of Stink Films, said, “This was a great first foray into the world of TVCs. I got to work with a lovely agency team to harness my experience with music artists and direct some world-class athletes. Thank you Mox for the trust and creative freedom to experiment and create something playful.”
Matt Bolton, co-founder and creative director of MOX, said, "With the help of an 11 year old's big imagination, we created a Sports Direct mashup of Christmas magic, big dreams, big sports, even bigger talent, all to the tune of an unexpected Christmas No.1 (well, it’s not technically No.1, but we can dream). A campaign that feels truly Sports Direct to celebrate this mad and wonderful time of the year."
