By Amy Houston, Senior Reporter

June 11, 2024 | 3 min read

The ad, coinciding with Euro 2024, is a vibrant celebration of football infused with a nostalgic touch. The film features some of the sport’s biggest stars, including Conor Gallagher, Jordan Pickford, Ruben Dias and Ian Wright.

Sports Direct’s latest ad unfolds in a local town, telling what happens when football fever sweeps through different areas. Driven by the concept of passion, the campaign brilliantly captures the Euros’ unique ability to unify people and encourage them to put aside their differences.

One of the standout aspects of the ad is its focus on everyday locations, the true birthplaces of football fever. For example, the story begins in an ordinary cul-de-sac in Manchester, emphasizing that the love for football is rooted in the community.

Adding to its charm, the ad is shot with a nostalgic 90s tone. This retro style gives it a broader audience appeal and evokes fond memories for viewers. The combination of contemporary football stars and a retro visual style creates a compelling and relatable narrative that resonates with fans of all ages.


Creative agency: Mox (Matt Bolton – creative director)

Media agency: Media Lab

Director: Ehsan Bhatti

Producer: Amanda Wilmer

Art director: Adam Morten

Copywriter: Mark Bushnell

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