We all have to earn a living somehow, and I earn mine in advertising, making ads that, for the most part, nobody gives a shit about.
There is one exception to that rule: ads about football.
Mostly thanks to Nike’s landmark campaigns of the 90s, football ads remain one of the few genres of advertising that people want to see. Some are better than others, but the finest appeal to that unique, meaningful relationship between people and football.
Ask any of my clients what they desire most for their brand, and their answer would be some kind of meaningful relationship with its customers. Advertising agencies bend over backwards to try and achieve this for them, but unless we’re selling football (or products made by Apple) the chances of that are pretty slim no matter how hard we try.
5. PaddyPower - “Loyalty’s Dead. Live for Rewards” (2019)