DMB&B has signed up Alan Hansen, the forthright football pundit,
for its latest Littlewoods Pools TV ad.
The commercial, directed by Mark Williams through Tony Kaye Films, opens
on Hansen, the former Liverpool and Scotland defender, who is well-known
for his harsh judgment of poor defensive work on the pitch.
Hansen is seen walking at night through a deserted street, his head
bowed and his hands plunged deep into his coat pockets. He dolefully
recalls: ’Last Saturday was the worst night of my life ...’
A flashback moves to a shot of Hansen clutching his pools coupon during
a match at Anfield between Liverpool and Nottingham Forest. As the final
whistle blows and the players walk off the pitch into the dressing
rooms, Hansen checks off the final score-draw that wins him pounds 1
million on the pools.
Hansen is left alone with his thoughts in an empty football stadium,
while his voiceover continues drolly: ’OK, so I won pounds 1 million,
which I suppose for some people is a cause for celebration or something
The film moves back to the shot of Hansen plodding miserably through the
dark, wet Liverpool back streets, kicking the ground in frustration as
he makes his way to the pub. He adds: ’But I tell you what - the sloppy
defending that led to the equaliser really took the shine off it for
No one tracked back, men were left unmarked ...’
The ad was written by Mick Mahoney and art directed by Andy Amadeo, the
same team that wrote last year’s ’referee’ ad for Littlewoods. The film
breaks nationally this week with media buying through BBJ Media
Barry Cook, the managing director of DMB&B, said: ’This film is a
continuation of our campaign strategy to put the football back into the
Hansen is the latest in a long line of football players and ex-players
to front high-profile campaigns. Gary Lineker stars in Walkers Crisps’
ads, Eric Cantona fronts Eurostar, Kevin Keegan promotes Sugar Puffs,
while Stuart Pearce, Gareth Southgate and Chris Waddle all feature in a
Pizza Hut ad.