Lowe Howard-Spink has lined up advertising’s biggest-ever collection of
stars for a 90-second blockbuster commercial for Reebok’s football
boots, which are endorsed by Ryan Giggs.
A naked Anna Friel, a chip-scoffing Jarvis Cocker and the former Take
That star, Robbie Williams, join 18 other celebrities from the worlds of
the arts and sport. One by one they proclaim their passion for football
and their adoration of Giggs, the Manchester United star striker.
Other superstars crowding the pounds 3 million commercial, which was
directed by Tony Kaye, include Dave Stewart, Jose Carreras, Sting, Tom
Jones, Steven Berkoff, Quentin Crisp, Richard Attenborough, Vic Reeves
and Bob Mortimer, David Mellor, Warren Mitchell, Chris Eubank, and
Wallace and Gromit.
The celebrities declare their passion for football in an on-going banter
that tracks dialogue kicked from one celebrity to another as if it were
a football. At the end of the film, the stars speak of their ultimate
fantasy - to be in Giggs’ boots. The end shot shows the verbose
commentator, Jimmy Hill, tied to a chair in the middle of a football
pitch with a Reebok boot stuffed in his mouth.
The ad, which breaks this Thursday in the centre break of the Bill, has
been one-and-a-half years in the making, and was a logistical nightmare.
The celebrities volunteered their time for a nominal fee and a donation
was made on their behalf to the charity, Barnados.
Jeremy Bowles, the Reebok account director at Lowes, said: ‘We asked the
celebrities for just two hours of their time. All are genuine football
lovers who admire a player of the calibre of Ryan Giggs, even if they
are supporters of Middlesbrough or Sheffield Wednesday.’
Robert Fallows, Reebok’s UK marketing director, said: ‘The common bond
between all these people is that they would exchange their lifestyles to
be in Ryan Giggs’ boots. However successful they may be in their own
fields, they all dream of scoring a winning goal in front of 50,000
The ad was written by Derek Apps and art directed by Vince Squibb at
It will be backed by a specially-commissioned classical score by Anne
Dudley at Air Edel.