The Special One, A case of Mistaken Identity and Zumba

July 11th 2014

BT Sport launches new season marketing campaign

The Special One, a case of mistaken identity, and Zumba are some of the diverse elements which feature alongside some of last season’s most exciting Barclays Premier League moments in BT Sport’s new marketing campaign which launches tomorrow.

A series of new TV ads will air as part of the campaign which celebrates unmissable moments from some of the biggest games, shown on BT Sport in its Barclays Premier League debut season. The campaign illustrates the line: “You have to see it to believe it” and showcases the effects on players, managers, spectators and fans.

Chelsea’s irrepressible manager and new BT Sport Ambassador Jose Mourinho appears for the first time in a BT Sport ad. We also see Liverpool and England striker Daniel Sturridge teaching a Zumba class his trademark goal celebration alongside his celebration on the pitch after scoring at Anfield.

Arsenal and England star Alex Oxlade-Chamberlain features in an identity parade line-up with four other players wearing Kieran Gibbs masks. The scene is a reference to the mistaken identity incident, in the action packed game, which saw Arsenal’s 6-0 defeat by Chelsea at Stamford Bridge last season.

The first of the new TV ads will be broadcast for the first time on Saturday July 12 at 20.50 before the Brazil v Netherlands game. The TV treatment is just part of a multi-media campaign, which will also feature outdoor poster sites, press, online, radio and social media featuring BT Sport Ambassadors Jose Mourinho, Daniel Sturridge, Alex Oxlade-Chamberlain, Gareth Bale, Rio Ferdinand and Jake Humphrey.

David James, marketing director, BT Consumer said:

BT Sport’s first season was packed with so many unmissable moments. The adverts we’ve created dramatise those moments and look forward to another season of top class Barclays Premier League action. We want to remind people who missed BT Sport’s first season that you really have to see it to believe it.

The new TV ad was created by AMV BBDO, produced by Academy films and media buying has been done by Maxus.