Team Saatchi uses Man U for Sport England

Team Saatchi has launched a DVD for Sport England, the government-funded body set up to persuade the nation to get fitter.

The film, Everyday United, was created with the help of Manchester United football club.

The DVD features the club's star players participating in extra-curricular activities. For example, it shows Wayne Rooney's unusual golf grip, Alan Smith cycling on one wheel, Sir Alex Ferguson walking to work and Paul Scholes playing cricket.

The film is part of the Everyday Sport campaign, and will attempt to inspire young football fans to get involved in sport and physical activity.

The DVD will cost £7.99 and will be sold through the Manchester United and Sport England websites. Proceeds from sales will be ploughed back into the Everyday Sport campaign.

Sophie Hooper, Team Saatchi's managing director, said: "The idea was designed to help Sport England achieve cut-through with young, leading-edge consumers in the context of ever-increasing media fragmentation. The invaluable support of Manchester United brought the brand essence alive in a very relevant and engaging way."

Everyday United was initiated by Sport England's North-West regional sports board. The film was directed by Daryl Goodrich, who directed the winning London 2012 Olympic bid film, Pride.

The £1 million Sport England advertising account is currently undergoing a statutory review.

The £1 million Sport England advertising account is currently undergoing a statutory review.

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