Cannes-Do Festival Banner
Ad of the Day Work & Wellbeing

Ad of the Day: ‘We Are Undefeatable’ return celebrates the indefatigable human spirit

By John Glenday | Reporter

Sport England


Creative Works article

July 16, 2021 | 3 min read

FCB Inferno is looking to repeat the success of its motivational ‘We Are Undefeatable’ campaign with a fresh installment depicting how ill-health need not serve as a barrier to living an active life.

Devised in conjunction with Sport England and 16 health and social care charities, the inspirational short is targeted at the 43% of people in England who live with a health condition, illustrating how there is a sport or activity available for anyone to enjoy.

We are Undefeatable

We Are Undefeatable displays the indefatigable human spirit

Reaching out to those managing long-term health issues the uplifting campaign highlights the varied ways people battling major and minor health conditions can exercise, as well as the role played by friends, families and carers in enriching their lives.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

By illustrating the everyday reality of living with health constraints, the campaign relays individual stories of bravery and stoicism from one woman braving a swim following a mastectomy to a man with Parkinson’s showing he still has what it takes to control a ball.

Promoting exercise as the route to physical and mental wellbeing, the fully integrated campaign includes out-of-home posters to a 10-week exercise program organized by two Paralympians.

Sharon Jiggins, chief marketing officer at FCB Inferno, said: ”Hearing our cast talk in their own words about the highs and lows of managing their conditions was incredibly powerful. Their honesty and, in some cases, humor demonstrated their resilience and character. Our new campaign is a celebration of this.”

First launched in 2019, ’We Are Undefeatable’ earned plaudits for showing that staying active doesn’t necessarily entail a trip to the gym.

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

FCB Inferno: We Are Undefeatable by Sport England

By FCB Inferno

Overall Rating 5/5

Vote now
Ad of the Day Work & Wellbeing

Content created with:

At Sport England we're working towards an active nation where everyone feels able to do sport and physical activity, no matter their age, background or gender.

Find out more

More from Ad of the Day

View all


Industry insights

View all
Add your own content +