Wieden & Kennedy London has produced 19 Nike UK sponsorship credits for Sky Sports' daily breakfast show Good Morning Sports Fans.
The idents, some 15 seconds, others ten seconds, all feature a central character called Jimmy. He's a sports fanatic who can't wait to indulge in all manner of activities the moment he wakes each morning - even though these pursuits invariably end up disrupting those asleep during the early hours.
He is seen trying to engage in tennis, golf, rugby, football and running but is continually foiled by the fact he is the only one awake at these ungodly hours of the morning. In one spot, however, he manages to recruit the help of a milkman, who holds a rugby ball upright as Jimmy kicks a conversion.
The idents show Jimmy waking up a number of different characters to try and persuade them to join him. He takes random numbers from the phone book and calls them to see if they are interested in a kick-about or a game of tennis.
One ad finds the persistent athlete outside an apartment block, pressing all the buzzers demanding 21 people come and join him down the park. Jimmy has to dodge plant pots being thrown at him by the irate tenants wishing to get back to sleep.
The idents all end with the line: 'This is your : wake up call', designed to resemble the face of an alarm clock.
Tom Barker, the Nike account manager at W&K, said: 'The idents are all about trying to find new angles on sporting obsession. It's a wake-up call to get out there and start playing. Nike wants to continue its presence on this new medium of digital-only channels.'
Art direction was by Richard Walker with copy written by Mat Gibbins.
The credits were directed by Sam Cadman through Rogue Films. Media was handled by Manning Gottlieb Media.
Amy Lawson, the managing director of W&K London, said: 'We're delighted to be involved with Nike's continued support of Good Morning Sports Fans.
These spots provide a fresh view on sporting obsessions, which act as a real wake-up call to equally sports-mad viewers.'