BT Sport has rolled out a new marketing campaign to attract sports fan to the full breadth of its offering. To do so, it enlisted tenacious schoolgirl Charlotte to pummel her way through a series of top stars, designed to show how live sport can spark the imagination.
In this spirit, during her school day Charlotte's imagination runs wild as she shellshocks Gareth Bale, Jesse Lingard, Steph Houghton, Sam Warburton, Johanna Konta, Cal Crutchlow, Billy Joe Saunders. BT Sport pundits Frank Lampard, Rio Ferdinand and Jake Humphrey also crop up. The cheeky child also pulls off a nutmeg on Dele Alli in a back alley.
The broadcaster uses the spot, from AMV BBDO, to highlight its coverage of the Uefa Champions League, Uefa Europa League, FA Cup, women’s football, the Heineken Cup boxing.
Dan Ramsay, director of marketing at BT Consumer, said: “Customers can look forward to the best ever season on BT Sport, with more top flight sport in more places than ever before, and we wanted to create an advert that reflects that and puts a smile on the face of everyone that sees it.
"Teaming up with some of the UK’s top sports talent, our hero Charlotte reminds us of all of the great sport coming this season while bringing to life how immersed we get in our favourite sport, no matter what age.”
The work launched 1 August on TV August, backed by online video, outdoor, print, radio, cinema and social media. It will also be shown in 4DX in select cinemas. It ties into the wider 'Be There' brand narrative.
The spot was directed by Fredrik Bond from Sonny London, with media planning by Essence.
Vote for the spot below in The Drum's Creative Works.