Reebok Classics brand film champions 'Madchester' revival

Reebok has released an online brand film celebrating youth culture for its Classics range of footwear.

The ad, called "give me your classics and I’ll show you the future", was filmed in Bolton, where Reebok was founded, and Manchester. The two-minute long spot was released online yesterday.

It features a young man as the lead, who drives through the city and to a club as a voiceover – provided by 24 Hour Party People actor Paul Popplewell – talks about how young people are still making things, even though everybody talks about Manchester's party scene as being better in the past.

Glenn Kitson, who is the co-founder of brand consultants and publishing company, Rig Out, was the creative director on the project. Antony Crook directed the spot through RSA Films. Illum Sphere provided the soundtrack.