Campaign India Team
Aug 14, 2014

Barclays thanks those at the grassroots, the ‘true spirit of the game’

Watch the commercial conceptualised by BBH London here

Barclays has launched its Premier League campaign for the season kicking off Saturday, with a film that thanks those playing and nurturing football at the grassroots.
The film features a match between teams of children, with parents cheering them on. In the fiercely competitive game, a tackle lands a youngster on the pitch. Led off the pitch, hurt, he tells the coach he wants to go back in and play. He walks in to the game, cheered on by the coach and parents. A voice over pays the tribute through the film.
It says:
“To everyone ready to step forward, get kids off the street, give them something to live for.
To everyone willing to scream for their team in the cold and the rain; and then come home, pointless, and broken. And then, do it all over again.
To everyone ready to play the beautiful game in the right way, blind to prejudice.
To everyone feeling down, whose hopes and dreams were dashed in the Brazilian sun; but are ready to pick themselves up, and play their part in making this the greatest season ever.
We at Barclay’s, proud sponsors of the Barclay’s Premier League, say ‘Thank you’.
You are the true spirit of the game.”
James Swift of Campaign UK reports that the ad continues Barclays’ ‘Thank you’ campaign that began in 2013 with ads thanking fans of Premier League teams who make the game what it is.
Barclays signed a three-year sponsorship deal with the Premier League in 2012 that was worth £40 million a year and ends in 2015. Barclays has sponsored the Premier League since 2004, with Barclaycard the sponsor between 2001 and 2004.
Client: Barclays
Creative agency: BBH
Production house: Outsider
Director (film): Rob Savage
Media agency: Maxus
(With inputs from
Campaign India