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  • FA Cup 2017

FA Cup Trailer

Client: BBC
Brand: BBC Sport

Our ‘No Guts. No Glory.’ BBC campaign is set to stoke football fever for one of the world’s most important club tournament finals.

The 30” film which celebrates The FA Cup as the longest running football competition in history, reminds viewers if you don’t make the extra effort then you’ll end up with nothing. No Guts. No Glory.

The campaign feels gritty and real, showing the passion, determination and attitude required throughout by the players and the fans. The ad champions the strength of character needed to succeed and survive the ultimate competition. The black and white treatment and powerful VO combines to drive the narrative and bring the passion and raw emotion of the FA Cup to life.

“The FA Cup Final is the major date in the domestic football calendar. We wanted to create an energetic and visually absorbing trail which would draw in a new audience to the competition. Our trail showcases the passion and guts needed to succeed in the oldest football competition in the world.” James Parry, Head of Marketing, BBC Sport and 5Live 

“Courage. Resilience. Tenacity. Grit. We wanted to create a campaign that celebrates all the above whilst reflecting the attitude and energy of our audience, though from a rather different perspective than we’re used to seeing. We think the combination of stills, film, music, and voice, capture the true spirit of the competition and will get the nation excited about the Cup Final.” Jon Burley, CCO Y&R London.

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