The end of football marks the end of something even more vital in this sobering film

Spot for water tech firm Xylem imagines a world plagued by drought

Published On
Jul 29, 2020

Editor's Pick

A film from water technology company Xylem turns to soccer to deliver a pressing environmental message.

The company is targeting U.K. football fans with the story of a little girl who supports Manchester City. It follows her journey over the years, from child to parent. As a girl, she watches TV with her father, who switches off news reports about climate change, bush fires and floods in order to find the sports channel. They discuss Manchester City and the various players, but as they brush their teeth and head to the stadium via a pub, we see examples of water wastage, such a leaking pipe or tap left running. The timeline then moves to the future, as the girl, now a mother living in a futuristic Manchester, takes her son to see Manchester City play for the last time, as all stadia will be closed due to drought.

The ad, which features several Manchester City players including Raheem Serling as a hologram in the future, was created by agency Brave, whose parent company Sportfive manages Xylem’s global partnership with Manchester City. Roar Uthaug directed via Great Guns. Running on Manchester City social channels and on video-on-demand, it aims to convey the message that projections estimate that by 2045 more than five billion people could suffer water shortages.

While it was made before COVID-19 halted all sporting events, the film's imagined scenario may have extra resonance for viewers post-pandemic. Whereas the "end of football" might have once been hard to imagine, fans have had a temporary taster of that over the past few months due to coronavirus. 

“Though the End of Football campaign was conceived and shot before the coronavirus pandemic brought a temporary halt to football, the message behind the campaign has never been more appropriate," said Joseph Vesey, senior vice president and chief marketing officer at Xylem, in a statement.



Jul 29, 2020
Client :
Agency :
Business Director :
Declan Garvin
Account Director :
Nicky Da Silva
Associate Creative Director – Art Director :
Dipesh Mistry
Associate Creative Director – Copywriter :
Drew Haselhurst
Creative Director :
Paul Pearson
Agency Production Director :
Carl Gonsalves
Production Company :
Great Guns
Director :
Roar Uthaug
Executive Producer :
Laura Gregory
Producer :
Richard Skepper
Production Team :
Mathew Alden-Morris
Sy Turnbull
Offline Editor :
Julia Knight
Post-Production Company :
Coffee & TV
Executive Producer :
Johnny Fairburn
Colorist :
Simona Cristea
VFX Lead :
Pete Rypstra
VFX Shoot Supervisor :
Jim Radford
Motion Design & Animation :
Jess Gorrick
2D Artist :
Rory Whittle
2D Artist :
Laura Smith
2D Artist :
Ben East
2D Artist :
Nick John
CG Artist :
Tom Carrick
CG Artist :
John-Paul Harney
CG Artist :
Luke Tickner
CG Artist :
Daniel Sidi
CG Artist :
Josh George
CG Artist :
Jonny Grew
CG Artist :
Vladimir Venkov
Music & Sound Design :
Sound Design :
Factory Studios
Composer & Sound Engineer :
Mark Hills
Executive Producer :
Lou Allen
Voiceover Casting & Recording :
Soho Voices

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