Just Eat's has kicked off its first-ever BT Sport sponsorship with a series of idents that replace football commentary for random musings about takeaway food.
Bad lip reading is a YouTube sensation where clips are intentionally poorly lip-read for comedic effect. Jumping on the hype, McCann London has created six idents that will be rotated throughout the Premier League season and the Europa League on BT Sport.
Hacking BT football moments and footage, instead of hearing commentators expertly analyse football, the pundits are dubbed over to talk about delicious takeaways.
Through clever lip syncs, the idents dig into the trivial nature of choosing, ordering and sharing takeaways. In one scene, a commentator seemingly proclaims "I've said it before, I'll say it again - I do not share my nuggets." In another one asks "can I have a kebab" then giggles gleefully as his co-presenter appears to add it to the order.
Launching this weekend, the idents will run on broadcast and online across the entire football season.
Discussing the launch of the campaign, Matt Bushby, UK marketing director at Just Eat, said: “We are proud to be sponsors of the Premier League and UEFA Europa League on BT Sport this season.
"It gives us the opportunity to deliver joy to football fans across the UK, by turning the BT Sport football presenting team into avid takeaway lovers. It’s great to be able to bring together two of the countries biggest passions, food and football.”
Adding to this, Alexei Berwitz creative director at McCann London, said: “Bad lip sync is a culturally relevant technique that we know people already love. We’ve used it to bring to life the inner whimsical thoughts of football pundits.
"Replacing their sharp football commentary with random musings about takeaway food. It felt simple, relevant and funny, and we hope fans enjoy watching them as much as we did making them.”