Darren Bent, pop art and Love - Umbro's new boots ads

Sports brand Umbro is promoting its lightest ever football boots with a pop art-influenced ad campaign by Manchester agency Love.

The new Umbro GT boots weigh only 238 grams - so footballers can run faster - and come in bright colours to appeal to younger players.

Love said it wanted to shy away from the "typical OTT CGI stuff you see knocking around" and instead opted to use cardboard, fishing wire, double-sided sticky tape and glue to create the pop art theme.

"The pop art inspiration behind this was partly to do with the fast-consumerism, instant everything-ness of modern youth and partly to do with the ‘pop’ colours of the boot itself," the agency explained on its blog.

Love has created three ads - Vroom, Kapow and Boom, featuring Sunderland striker and Umbro wearer Darren Bent - along with a toolkit of assets, a series of digital banners and animated perimeter board executions.

The illustration was done by Chris Gray and Rob Bailey of Toy and photography by Tom Van Schelven.

The campaign is running now across press, outdoor and retail in all Umbro's global territories.

And Love has has added some behind the scenes pictures to its blog to show how the ad's backdrop was made and photoshop avoided.

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