Spark Sport invites Kiwis to see sport differently in very first brand campaign via Colenso BBDO
Sport is all about big games, big stars, and big hits for broadcasters. But Spark Sport reckons that’s not quite true. In its very first brand campaign via Colenso BBDO, the broadcaster positions themselves as the entertainment provider that ‘sees sport differently’. Where in-match moments affect more than just the game, they change culture.
Directed by Vince McMillian, the 30 second campaign packs a punch. Highly energetic with layered scenes of action, we watch the cause and effect sport has on the identity of a single family, lived primarily through the eyes of its youngest son.
Says James Tucker, strategy director, Colenso BBDO: “Sport is so much bigger than just what happens on the field or during the game. Its influence on identity, connection and culture is undeniable. It’s exciting to see Spark Sport capture this and bring it to life.”
Says Chae Blewitt, marketing, acquisition and retention lead at Spark Sport: “Sport fandom and consumption is constantly evolving and as a broadcaster, it’s our responsibility to evolve with it. ‘See Sport Differently’ represents our commitment to all New Zealand sports fans, to provide a platform to see sport on their terms. We’re really excited to continue to build on this brand position during a huge year of sport in 2022.”
Spark Sport’s campaign launched 16 January on TV and rolls out across social, digital and online channels, where viewers can ask themselves how they see sport.
Client: Spark Sport
Client: Chae Blewitt
Sport Marketer: James Douglas, Emma Kershaw
Agency: Colenso BBDO
Production Company: Reel Factory
Director: Vince McMillian
Producer: Gareth Williams
Editor: Phil Gow
Animation: Gino Valencia
VFX: Leon Senf
Post Production: Reel Factory
Sound Design: Franklin Rd
10 Comments
I just want to see sport normally? Does everything need a higher purpose?
Not a bad mood film. What does the ad look like?
I think it’s huge step forward for the brand. It’s a promising trajectory.
Noun. Grandiose statement about noun.
X can be Y.
This is that.
Words can make salad. Or not.
Noun is life. Life is reduced to a staccato string of punchy words.
We’re flipping the script – and the script is flipping us.
We’re mavericks.
Brand. Verbing Noun differently.
~fin~
Southern Cross just ran one through the bot also.
Don’t tell me how to feel, just make me feel
Weak sauce. This brand has just turned out clanger after clanger….
They used to make great scammy stuff. Now they just make generic stuff. Strategy to blame?
The people that can fork out extra money to watch the random bits and pieces of sports available on Spark Sports know why they like sport. Don’t patronise them. I question whether the team behind this actually get sport themselves? Sport makes culture? Yep. Nike has been telling us that for 40 years. But so much better.
Very tick tockey, mobiley, split screeney, animationary. So nowey. I like it.