The campaign introduces a new line that will underpin The Sun’s football-based communications throughout the entire season: We Feel Football, celebrating the devotion and emotional turmoil fans will experience week in, week out, from the first chance in August ‘til the last near miss in May.
Centrepiece is a 60’ TV commercial narrated by Nazareth’s 1970s power ballad Love Hurts, which recognises for every winner there must be a loser; for every moment of ecstasy there must be an equal moment of despair, and exalts the pain experienced by long-suffering fans with a devotion to the beautiful game.
The spot – a snapshot of the heartbreak felt by those with a blind love for football and which finishes with the line ‘All season, we’ll be there’ – was directed by Martin Kalina through Pulse, and will also run in the form of two separate 30’ edits.
Dave Monk, deputy ECD at Grey London, says: “We wanted a director who really understood the tragedy and raw emotions of the football fan. Fresh from experiencing a heartbreaking defeat in the World Cup Final, Argentinian director Martin Kalina brought a load of talent and a bucketful of tears with him.”
David Robinson, Marketing Director at The Sun adds: “For a large number of Sun readers, the back page is their front page. We speak for the football lovers, with an insatiable, endless appetite for the game – despite having their hopes built up and then crushed, time and time again. And yet, they always come back for more. As always, The Sun provides a voice and an active support for the fans - in print, in digital and on video - and we, like the fans, feel football.”
Creative Credits:
Project name: The Sun - We Feel Football
Client:
Nick Stringer (Chief Creative Officer, News UK)
David Robinson (Marketing Director, The Sun)
Kate Bird (Head of Marketing, The Sun)
Lizzie Crees (Marketing Communications Manager, The Sun)
Agency:
- Deputy Executive Creative Director: Dave Monk
- Creative Team: Jonas Roth & Rasmus Smith-Bech
- Agency producer: Amy Cracknell
- Creative producer: Sarah Benson
- Planner: Mike Lean (Planning Director), Hamish Cameron (Senior Planner)
- Account team: Natalie Graeme (Managing Partner), Tamsine Foggin (Business Director); Helene Doukas (Account Manager)
Media agency: M/SIX
Production company: Pulse
Director: Martin Kalina
Assistant Director: Luis Mermet
Editor: Leo @ Stitch
Producer: Sam Levene
DOP: Julian Hohndorf
Post-production: Absolute
Audio post-production: Sam @ 750MPH
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