O&M hires di Canio for Physio Sport 'On the brain' campaign

Ogilvy & Mather has unveiled its latest work for the Lever

Faberge-owned toiletries range, Physio Sport. O&M has enlisted the

football star Paulo di Canio, the West Ham United captain, to star in

the spot.

The ad breaks on 10 June during the Canadian Grand Prix. It is set in a

couple's bedroom and shows the man kicking his socks across the room and

his partner accusing him of loving sport more than her. It then cuts to

a dream sequence where the football fan and di Canio are playing

football in the park and then arguing over a match of Subbuteo. The pair

end up grooving in a disco.

O&M's previous commercial for Physio Sport, aired in July last year,

featured the Arsenal and England star Tony Adams in a leading role with

cameo appearances by the cricketer Darren Gough and the boxer Prince


The campaign continues to use the endline, "Sport on the brain, sport on

the body".

The spot was written by Dom Sweeney and art directed by Alex Derwin.

Direction was by Andy Morahan through Harry Nash Productions, with

post-production by Smoke and Mirrors. Media is through Initiative Media.