Umbro is to promote its Velocita football boot through the first campaign created by KesselsKramer (KK) London for the brand.
‘Glory For all’ offers a focus on the grassroots player in a deliberate shift away from superstar endorsements.
Directed by Ben Jones, Umbro’s advert centres on a Sunday League scenario where a young player wearing the boots takes on Titanic qualities on his way to scoring a goal.
Dave Bell, creative director at KK, said: “This kind of communication is quite a departure for Umbro, and so is the boot: their fastest and lightest.
“It also looks very different to the boot you might expect from Umbro.
“We wanted to go very much over the top with our visuals, but in a tongue in cheek way. Our starting point was all the great footballing Photoshopped memes out there, with the likes of Ballotelli wielding light sabres and so forth.
“We couldn’t compete with the other football brands on budget so we thought we’d go that way with out SFX.”
This comes days after Umbro teamed up with RPM for an exclusive boot testing event where the new boots were blind tested for reaction from popular football YouTubers, freekickerz, and industry decision makers.
Participants were given unbranded boots and were kept in the dark about who was behind the release before taking part in a training session, after which the Velocitas were unveiled as Umbro’s own.