The Sun accepts love hurts in 'We Feel Football' campaign ahead of Premier League return

The centrepiece TV advert is set to 1970s power ballad ‘Love Hurts’ by Nazareth, giving recognition to the fact that in football for every winner there must be a loser and for every moment of ecstasy there are equal moments of despair.

“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,” explained David Robinson, marketing director at The Sun.

Pulse’s Martin Kalina directed the 60 second flagship snapshot of the heartbreak felt by those with a blind love for the beautiful game, with 30 second edits also set to run.

Of Kalina’s work Dave Monk, deputy ECD at Grey London, said: “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.”

In addition to the TV creative a 10 second spot reminding fans of The Sun Goals app will also run alongside a 10 second spot promoting The Sun’s ‘Dream Team’.

A dedicated Scottish Sun TV campaign, which includes Scottish Sun columnists and former footballers David Provan and Andy Goram, will air north of the border.