Referees front TBWA’s Strongbow campaign

The secret life of football referees is revealed in TBWA GGT Simons Palmer’s new pounds 1.3 million campaign for Strongbow cider, which breaks on 1 April and runs for the rest of this football season and all of the next.

The secret life of football referees is revealed in TBWA GGT Simons

Palmer’s new pounds 1.3 million campaign for Strongbow cider, which

breaks on 1 April and runs for the rest of this football season and all

of the next.



The 12 TV spots move the theme of Strongbow’s popular ’live to loaf’

campaign into a context that fits with the brand’s sponsorship of Leeds

United next season. The ads will run exclusively on Sky’s new Pub

Channel, which provides sports coverage to bars around the country.



Shot to resemble closed-circuit TV footage and filling the first ad slot

in the half-time commercial break, each execution appears to show the

referee returning to his changing room for a 15-minute rest. When they

open their doors, each referee reveals leisure habits that range from

the sordid to the surreal.



In one spot the ref is greeted by a stern, bespectacled nun who grabs

him by the arm and leads him into the room while he sucks his thumb

guiltily.



In two spots the referee is greeted by figures in bear costumes who

console him after a tough half. In another, the referee has had enough

of the game and immolates the match ball in Jimmy Hendrix style.



’I am very impressed by TBWA’s response to the brief of linking

football, Strongbow and loafing,’ Bulmers’ senior brand manager, Nicola

Roberts, said. ’These ads will attract 18- to 24-year-old lads to

Strongbow.’



The ads were written by Alan Moseley, art directed by Graham Cappi and

directed by Mark Mylod for Channel X Productions. Media strategy is by

Unity and media buying is by Mind Share.



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