Toronto FC has partnered with Sid Lee Toronto for a campaign highlighting their signing of star English striker Jermain Defoe (formerly of English Premier League’s Totenham Hotspur).
Working under the assumption that “soccer isn’t seen as big news in North America until it has become ‘footie news’ across the pond,” Sid Lee crafted a spot documenting the perceived shocked reaction to the news in England. “Our idea for the campaign came pretty early on – let’s elevate the magnitude of Jermain Defoe swapping Tottenham for TFC by having a bit of fun with how people might react to the news in Great Britain,” explains Jeffery DaSilva, creative director at Sid Lee.
Set in the London boroughs where Defoe has been front page news since the beginning of his career, the 30-second spot manages to depict shocked Londoners’ reactions in a clever and funny way (to say anything more would give too much away). The “It’s a Bloody Big Deal” tagline acts as the perfect ending to the spot, emphasizing the importance of the deal and the connection to how the news is perceived in England.
The integrated campaign launched earlier this week with :10 and :15 second teaser spots appearing in high rotation on major sports networks; the full 30 second spot (featured above) debuts today. In addition to television ads, the campaign includes “a variety of print, online, and OOH executions that will blanket the city for the next five weeks.” Each of the campaign elements feature “a specially commissioned illustration” of Defoe outfitted in his new Toronto FC uniform.
Stick around for credits after the jump.
Agency: Sid Lee
President: Vito Piazza
Executive Creative Director: Dave Roberts
Account Director: Jared Stein
Strategist: Dustin Rideout
Production Company: Jimmy Lee
Head of Production: Jeanic Larocque
Producer: Melanie La Rue
Production Company: Stink // UK
Executive Producer: Jon Chads
Producer: Hannah Clark
Director: Rafael Lopez Saubidet
Director of Photography: Steve Annis
Editorial: Marshall Street Editors // UK
Offline Editor: Patric Ryan
Online Producer: Jenna Craig
VO Record/Sound Design/Mix/Music: Apollo Studios
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