Titled ‘This is Home’, the new spot for Arsenal and Adidas explores London inclusivity; as Wrighty puts it “You ain’t born a Londoner, you’re made one.” The film shows how Arsenal players and fans from around the world feel so at home in London, and at Arsenal, they’ve become part of the fabric of the club and community, adopting accents of North London and real Arsenal fans using lip-sync and dubbing techniques.
The spot features players past and present alongside fans including Idris Elba, Ian Wright, Tony Adams, Mesut Ozil, Vivianne Miedema and Mattéo Guendouzi.
The film forms part of a fully integrated campaign that launches the new Adidas Arsenal football kit and marks the start of the partnership between adidas and Arsenal.
The official launch goes live across Adidas, Arsenal and several player and celebrities (Ian Wright, Idris Elba) channels. The films are supported by a huge Out of Home London ‘Tube Takeover’ (Highbury & Islington, Camden & King’s Cross stations), as well as a range of retail and social assets and a wrap cover of today’s Evening Standard.
Creative Director: Henry Scotland & Rachid Ahouiyek
Creatives: Jonny Marsh & Charlie Parker
Executive Producer: Michael Hanney
Producer: Nadia Black
Account Director: Theo Jenkins
Account Manager: Lottie Tonks
Production Company: Somesuch
Production Company Producer: Shion Hayasaka
Production Company PM: Charlie Lodder
Director: Rollo Jackson
Offline: Ryan Boucher at The Whitehouse
Grade: Luke Morrison @ ETC
Flame Op: Iain Murray @ ETC
Post Producer: Antonia Vlasto
Audio Producer: Sarah King & Ciara Wakley
Audio Engineer: Gary Turnbull