Daily Telegraph unveils fantasy football ads

The Daily Telegraph launches its eighth season of fantasy football next week, backed by a TV and radio campaign from J. Walter Thompson.

The Daily Telegraph launches its eighth season of fantasy football

next week, backed by a TV and radio campaign from J. Walter

Thompson.



A 30-second ad, breaking on Monday, uses the gruff Coventry City

manager, Gordon Strachan, challenging fans to beat him at his own

game.



It opens with a shot of him standing in a deserted Highfield Road

stadium.



As the camera cuts in and out, he spits: ’Someone watches a few games

and suddenly he’s an expert. He knows better. He knows it all. He could

do my job. Dead easy, eh?’



Strachan then beckons to the audience mockingly. ’Well come on then,

sunshine,’ he says. ’Enter Telegraph Premier League and prove it.’ The

ad ends with a shot of his sneering face and the endline: ’Telegraph

Premier League. Miss out and you’re just a spectator.’



Strachan was used to stress that The Telegraph’s fantasy football

competition is the only one backed by the FA Premier League. The

competition has been in a state of flux, with Fantasy Football, The

Telegraph’s original partner, withdrawing in 1998 after a dispute with

the paper.



Although it is still regarded as the market leader in fantasy football,

The Telegraph faces competition from other papers and online sites. This

season’s league will double its first prize to pounds 50,000 and offers

entrants a free magazine produced by Haymarket Publishing’s

FourFourTwo.



The TV ad was written by Jonathan John, art directed by Nick Wootton,

directed by Adam Spivey and produced by Richard Clarke of the Paul

Weiland Film Company.



Media planning and buying is by MindShare.