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FA Cup Trailer

Our ‘No Guts. No Glory.’ BBC campaign is set to stoke football fever for one of the world’s most important club tournament finals.   The FA Cup has been shown on BBC throughout the season. The final, on May 27th, will be the ultimate destination TV for all football fans. The 30” film which celebrates The FA Cup as the longest running football competition in history, reminds viewers if you don’t make the extra effort then you’ll end up with nothing. No Guts. No Glory.   The BBC’s FA Cup campaign feels gritty and real, showing the passion, determination and attitude required throughout by the players and the fans. The ad champions the strength of character needed to succeed and survive the ultimate competition. The black and white treatment and powerful VO combines to drive the narrative and bring the passion and raw emotion of the FA Cup to life.   Previous phases of the campaign celebrated the smaller clubs and their journey through the competition. The trail for the final stokes the anticipation for the ultimate clash between the two surviving titans of the tournament.   In addition the BBC are hosting a digital ‘No Guts. No Glory.’ Exhibition, an immersive photographic journey through the tournament. showcases the images celebrating the action as it unfolded from day one. The exhibition concept was created by Y&R London, the 360-film was shot by HSE Cake, and features photography by Darius Narowzian.   “The FA Cup Final is the major date in the domestic football calendar. We wanted to create an energetic and visually absorbing trail which would draw in a new audience to the competition. Our trail showcases the passion and guts needed to succeed in the oldest football competition in the world.” James Parry, Head of Marketing, BBC Sport and 5Live    “Courage. Resilience. Tenacity. Grit. We wanted to create a campaign that celebrates all the above whilst reflecting the attitude and energy of our audience, though from a rather different perspective than we’re used to seeing. We think the combination of stills, film, music, and voice, capture the true spirit of the competition and will get the nation excited about the Cup Final.” Jon Burley, CCO Y&R London.

Creative Agency

Creative Agency: Y&R London

Agency Production: Hannah Wainwright

Typographer: Hogarth Design Studio

Production Company

Director: Darius Narowzian

Producer: Giles Skillicorn

Post Production / VFX

Online Artist: Jamie Russell

Grade: Ben Rogers


Sound Design: Dugal Macdiarmid at Wave Studios

Category: Events, Sports and leisure

Genre: Editing