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Ad of the Day: ‘This is London’ pays homage the city’s diversity and resilience

The Mayor of London’s office has revealed a film to promote the city’s role as the host city for the Uefa Euro 2020 football finals, delayed last year due to Covid-19.

‘This is London’ launches June 4, shortly before the tournament kicks off on June 11, and forms part of a wider Uefa Euro 2020 campaign by the Mayor of London’s office to help reconnect Londoners with the city that they love; making them feel positive about the future of London by celebrating the city’s core values, such as openness, diversity and resilience.

The campaign strategy – including the ‘This is London’ strapline throughout the comms – was created by agency 20ten for the Mayor of London’s office. The 60-second spot is a grassroots homage to London, championing the raw personality of the city through Londoners’ own voices.

The film was also created pro bono as part of a local celebration of the city’s love affair with football, and heralds the opening up of the capital as it moves out of lockdown.

Voiced by and featuring TV sports presenter Seema Jaswal, the film also includes a cameo appearance by the Mayor of London Sadiq Khan showing off his impressive keepy-uppy skills.

Upcoming British football stars, professional freestyler Mo Omar, and This Girl Can’s Charlotte Lynch, who plays for London Super 5 League, also star alongside a cast of everyday Londoners.

Recently confirmed as the lead co-presenter of ITV’s Euro 2020 coverage, Jaswal, who presents the Premier League’s global Matchday Live shows, takes a lead role in the film. She gives a stirring description of Londoners’ excitement, diversity and passion for the beautiful game.

Jaswal says: “As a Londoner and football fan, I jumped at the chance to get involved with this project. This film showcases London’s energy, enthusiasm and inclusivity. This is my city, my game – and it’s a chance to show how London is putting its best foot forward during this amazing competition.”

Dan Bacon, Creative Director at 20ten, adds: “The ambition for the brief was to create a hero film rooted in the essence of what is London. We hope that everyone is inspired to get back out there and discover more this summer – and maybe take in a couple of games too.”

You can view the campaign in full by clicking on the box below. To get in touch about Ad of the Day, please email imogen.watson@thedrum.com.

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