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Umbro's World Cup anthem swerves Fifa rules – by not mentioning the World Cup

By John McCarthy | Media editor

LOVE

|

Creative Works article

June 8, 2018 | 3 min read

Umbro has placed the weight of the nation on prominent YouTube musician Brett Domino – tasking him with writing an anthem that will serve as the wind under the wings of the England side at the World Cup.

A five minute video, shot with help from design agency Love, saw Domino (real name Rob J Madin) deconstruct ‘How to Make a Hit Football Anthem’ in a deadpan manner.

There are inherent difficulties in this task. As Umbro is not a World Cup sponsor, and therefore forbidden from mentioning the tournament explicitly in lyrics due to ambush marketing rules, Domino has to lean on some stereotypical football phrases and a pinch of corporate ambiguity to get his sentiment across.

Umbro

Umbro's deliberately generic football anthem

The efforts will be cut up fort Umbro's social channels on #EnglandAnthem.

Adidas has also opted for music-led spots – albeit on a higher budget, and with less humour.

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Umbro: How to Make a Hit Football Anthem by LOVE

By Umbro

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LOVE is a design-led agency with storytelling at the heart of our approach - we believe that design sits at the very core of true brand success. LOVE develop visionary solutions that drive conversation and engagement for leading global brands across multiple consumer touch points.

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