Ad of the Day: Arsenal re-sign Ray Parlour as creative director in mockumentary
The campaign parodies high fashion brands to promote the launch of its retro-inspired apparel line.
Arsenal FC has created a tongue-in-cheek ad and transformed fan favorite Ray Parlour (AKA ‘The Romford Pelé’) into a fashion industry creative.
In the spot, viewers see the former footballer sketching, stitching and photographing his designs before the hotly-anticipated drop of the club’s Retro Collection. The light-hearted comedy taps into the fans’ in-joke of Arsenal’s tendency to stray from football club to ‘fashion club.’
To coincide with the short film, there will be a parody high-fashion pop-up at the corner of Brewer Street and Air Street from December 2-4.
The ad will be distributed across owned and earned channels.
Project: Ray Parlour: Creative Director
Client: Arsenal Football Club
Creative director: Louis Persent
Strategy director: Michelle Yeadon
Senior creative: George Wheeler
Senior strategist: Kate Knowles
Designer: Jack Rawlings
Production coordinator: Tinashe Mpavaenda
Directors: Crooked Cynics
Producers: Eden Clark and Chloe Green
Director of photography: Edward Tucker
Photographer: Ellyse Anderson
Stylist: Efe Igbinadolor