Wistfulness seems to be the theme of the week for UK marketers. Earlier, we saw this senior meets junior story from Coke, and now, Barclays and BBH London bring the generations together in this spot promoting the company's sponsorhip of the Premier League.
Blink director Benito Montorio brings nuanced, emotional touches to the 90-second tale, which follows different types of fans heading to a soccer match. The first is Billy Ingham, an actual lifelong Everton Football Club fan for more than 70 years, who goes about collecting his belongings to make the walk over to the stadium, cane in hand. The next is a group of raucous young fans on a bus, chanting songs in unison, followed by a father and young son duo, who wait patiently on a train platform. In a sense, we see the different stages in the life of a fan, culminating in the moment the old man, scarf wrapped around his neck, walks slowly home from yet another day of cheering on the team he loves.
The spot launched on Facebook and bows Saturday (one day before the season kicks off) on broadcast. It continues the company's 15-year sponsorship of the league. An overseas effort will launch shortly after, with a global film that pays homage to fans in the 200 other countries who watch the League. The campaign also includes social media (follow #YouAreFootball on Twitter), PR and experiential efforts.