Fallon's Umbro ads focus on football

Fallon has created its debut work for the sports label Umbro: a national press and outdoor branding campaign that highlights the company's affiliation with football.

Fallon has created its debut work for the sports label Umbro: a national press and outdoor branding campaign that highlights the company's affiliation with football.

The work positions Umbro as a football specialist by underlining its devotion to the sport, and stating in the copy that football is its only focus.

The ads feature silhouettes of a football boot stamped onto an orange background and use various straplines. One execution says: 'Your sister definitely hasn't got a tennis dress with this logo on it.' Another reads: 'Until golf shoes make you better at free kicks, we won't make them.'

Umbro competes with brands such as Adidas and Nike. It appointed Fallon last June, when it moved its business out of Cheetham Bell.

Michael Wall, a managing partner of Fallon, said: 'The brief was to restate Umbro's core truth: its specialism in football. Given that everyone is piling into football these days, we needed to ensure that this advertising gives the brand a greater level of purchase in the market.'

The campaign, which will run on 96-sheets, 48-sheets and six-sheet posters, will run from the end of this month. It was written by Andy McLeod and art directed by Richard Flintham. Typography was by James Townsend and photography was by Mark Polybank.

Media planning and buying is through Mediacom North.



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