Football's more than a game for Sports Direct
The sporting goods store's new £6m campaign features a stellar line-up of current footballing talent, plus the legend that is Eric Cantona.
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Credits
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Credits
View on- Production Company CANADA/UK
- Director Pensacola
- Ad Agency Copa90
- Editor Carlos Font Clos
- Colorist Simon Bourne
- Audio Post Sam Robson
- VFX Supervisor Christian Baker
- VFX Framestore/London
- DP Olan Collardy
- Producer Luke Plaister
- Creative Director Lawrence Tallis
- Creative Director Enric Soldevila
- Producer Anna MacDonald
- Producer Karen Noden
- Talent Eric Cantona
- Talent Jordan Henderson
- Talent Trent Alexander-Arnold
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Credits
powered by- Production Company CANADA/UK
- Director Pensacola
- Ad Agency Copa90
- Editor Carlos Font Clos
- Colorist Simon Bourne
- Audio Post Sam Robson
- VFX Supervisor Christian Baker
- VFX Framestore/London
- DP Olan Collardy
- Producer Luke Plaister
- Creative Director Lawrence Tallis
- Creative Director Enric Soldevila
- Producer Anna MacDonald
- Producer Karen Noden
- Talent Eric Cantona
- Talent Jordan Henderson
- Talent Trent Alexander-Arnold
Sports Direct’s new advert, Just A Game?!, is a celebration of the unifying power of football starring Eric Cantona and a host of current stars.
Created by COPA90 and directed by Pensacola through CANADA London, the footballing talent on show includes Jack Grealish, Trent Alexander-Arnold, Jordan Henderson, Bruno Fernandes and Melanie Leupolz.
The £6m TV, OOH, in-store, content, media and influencer campaign takes fans on a light-hearted journey through the meaning of football. Sporting legend and Premier League Hall of Fame icon Cantona shows a non-believer the power of the sport; how it connects so many, why it bonds communities, and demonstrates why it’s never just a game.
COPA90 has been appointed as the strategic and creative guardian of the Sports Direct brand across all football activities which will see the company lead the retailer’s planning and activation through and beyond the FIFA World Cup 2022. Just a Game?! is the first TV spot to come out of the football media company.
Cantona is also seen wearing a bespoke suit created by East London streetwear designer clothsurgeon, to tease the launch of the Sports Direct’s limited-edition capsule collection with the fashion atelier. Specially curated for the Euros, the collection is inspired by the sentiment of the Just A Game?! campaign.
"It was key that we produced a feel good campaign that reminded people of the freedom of experiencing football," said Simon Joyce, Chief Business Officer at COPA90. "Why it’s so much more than the 90 minutes on the professional pitch, and put a smile on people’s faces at a time when football will be a magnetic force in bringing people back together.”
"This film is special," added Pensacola. "Not just because of football, but what the Euros mean now. After everything we’ve been through, it’s a celebration. A love letter to the game. The culture. The community. Coming together. And no one understands how important that is more than Sports Direct, the home of football in the UK. 2020 was a washout. But this summer, Sports Direct will own that epic sense of optimism when the Euros finally arrives.”
