A trio of Manchester City stars – Sergio Agüero, Phil Foden and Ederson Santana de Moraes – front a new set of social spots for Sure promoting the Unilever owned deodorant brand’s newest Advanced Protection product.
The players front a campaign, created by sports and entertainment agency CSM and directed by Sticker Studios’ Luke Brookner, which revolves around a set of kinetic spots in which the soccer stars double up on the pitch to drive home a product message about double the protection.
Double Trouble ahead of the #ManchesterDerby for @aguerosergiokun
RT this post if Manchester is #MoveWithSure pic.twitter.com/8RC642wyTL
— Sure UK & Ireland (@Sure) March 1, 2021
The campaign launched on 7 March to leverage spiking soccer interest around the season’s second Premier League Manchester derby (which saw City loose to rivals Manchester United) and the Sure creative runs across TV and video on-demand.
This wave of work follows on from Sure’s previous football-themed creative for its Advanced Protection range which featured Chelsea player Mason Mount.
The campaign was created by a team at agency CSM which included Account Director Jack Kenney Herbert, Agency Producer Max Morgan, Creative Director Luke Brookner, with DOP Tristan Chenais, Steadicam Operator Seb Loy, Producer Harleymoon Kemp and Editor Pete Hills. Grade was handled by Tim Smith of Cheat and VFX by Jakob Thorhallsson.
“We are delighted to launch the next instalment of our season long TV ad campaign with one of our growing list of elite football partners, Manchester City,” said Alice Duffill, Senior Brand Manager, Sure UK and Ireland. “Football is a key passion point for our target audience and, now more than ever, we hope to use our partnerships in the sport to encourage people to move more to live more, making every moment matter.”
Pete Laundy, VP Of Partnership Marketing & Creative, added: “We are proud to have delivered this content in collaboration with Sure UK, as part of Manchester City’s wider partnership with Unilever. A key objective of this partnership is to encourage people to be more active and we hope this new TV ad will help to inspire people.”
Sure says it will use its football partnerships to inspire people to move and be physically active, highlighting the ‘vital role’ that physical and mental health play in daily life given lockdown and social distancing restrictions.
Comment:
The strategy is based around inspiring people to move more at a time when physical and mental wellbeing plays a vital part in daily life – especially during lockdown.
This contemporary reality is emphasised in the creative’s direction which seeks to capture the sense of kinetic energy that football offers in the form of fast paced movement, quick editing and a few flashy visual effects.
This is one example of how Sure is using its football portfolio – which also includes Premier league sides Crystal Palace, Everton, Southampton and Wolverhampton Wanderers – as a core pillar in its marketing mix.
Sure Advanced Protection has also been leveraging its football tie-ups in February and March 2021 through a ‘Home Workout With Wayne Bridge’ social video series.
This follows on from its 2020 ‘Masters Of Movement’ series with Everton FC
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