Sports Direct "Sport starts here" by Mox London

Sports Direct enlists Liverpool captain Jordan Henderson for its first Christmas ad, which depicts the agony of festive gifting.

The ad begins as a group of young people stand by a bus stop on a freezing winter evening.

They briefly discuss what they want for Christmas, before delving through an endless dreamscape of American football, fishing, normal football (with an appearance from Henderson), basketball, boxing, golf, gymnastics and horseback riding. It ends as a kamikaze of sports balls fly towards the camera, prompting the tagline: "Sport starts here".

Launching alongside 30- and 10-second cuts, the work was created by Matt Bolton and directed by Henry Scholfield (who also shot Stormzy’s Vossi Bop music video) through Academy.


Creative director
Strategy director
Business director
Production director
Production company
Executive producer
Production manager
Casting director
1st AD
Production designer
Hair and make-up designer
Sound producer
Music supervision
Stills and social producer
Creative director (stills)
Social director

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