In late June, BT Sport teamed up with British heavyweight Joe Joyce and TV show Countdown host Susie Dent for an intense education in the art of high-brow trash talking and mind games called ‘No Filter Boxing’.
The ‘No Filter Boxing’ marketing initiative promoted BT Sport’s box office boxing coverage and was built around a pair of online videos titled ‘The Art Of Trash Talking’ and ‘The Masters Of Mind Games’: a 120-second ad supported by a behind-the-scenes style seven-minute short film.
The campaign sees Dent – an English language lexicographer, etymologist and media personality who hosts the Dictionary Corner’ segment of Channel 4 show Countdown – teach Joyce some new terms and words to add to his trash-talking vocabulary.
The spots rolled out on 28 and 29 June across the company’s television and social channels and were also hosted on BT Sport’s web platform and seek to drive viewers online to learn more and subscribe to BT Sport Boxing.
The tongue-in-cheek promo, which was created by Hackney based creative production house FMLY CRTV and Director Tom Day, takes a fresh approach to classic, boxing pre-fight mind games and verbal sparring.
The campaign was created for client BT Sport by Director Tom Day and a team at production company which included Producer Marisa Lee, DOP Andi Hampton and Editor Phoebe May, with post production handled by The Mill, and input from Colourist Philip Hambi, audio outfit Form Audio and Sound Designer Patrick Lee.
Comment
If Joyce’s progress is anything to go by, we might send the Activative team to Susie Dent’s trash talk academy to brush up their own skills.
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