Sport isn’t as inclusive as it thinks it is – but brands can make it right Sport Business From events giving less than one per cent of places to disabled participants to getting braille wrong on the medals, sport still has a long way to go on inclusion. But that’s where brands can help, says Steve Howell. Everyone knows that sport is an incredible force for good. Bringing a nation together, giving people [...]
Euro 2024 adverts review: Adidas, Coca-Cola, Sports Direct, BBC and Paddy Power review Who are the Jude Bellinghams and Jack Grealishes of the advertising world?
Super Bowl LVIII ad review: BMW, Uber Eats, Kris Jenner and Lionel Messi review Super Bowl commercials have, for some time now, been on a trend of featuring more and more celebrities, in ever intriguing and beguiling ways. Indeed, the NFL has had its very own celebrity endorsement this season, with the Grammy award winning singer, Taylor Swift, dating the Kansas City Chiefs’ tight end, Travis Kelce. Her sheer [...]
Super Bowl ad review: T-Mobile, Squarespace, Popcorner, Workday, Paramount Plus – read who we think did it best and then watch them for yourself February 12, 2023 Once upon a time, the Super Bowl ads were just that: adverts that aired during the intervals of the most-watched sports event in North America. They ran once, with audiences across the country waiting in anticipation for the best work the advertising industry could muster. Today, Super Bowl ads are trailed by their own teaser [...]
World Cup advert review: Pepsi beats Coke as brands grapple with Qatar controversy November 8, 2022 Steve Howell of creative agency Dark Horses picks the best and worst World Cup adverts ahead of the month’s tournament in Qatar. ‘Tis the season with a World Cup unceremoniously stuffed in the middle like the turkey in a Pret Christmas sandwich. The 12 years since Qatar were awarded the tournament have been full of [...]
Women’s Euro 2022 ads: Which campaigns are the best… and worst? July 11, 2022 One of the biggest propellants of any sport is when major brands begin sponsoring events, such as Women’s Euro 2022. Not only does the additional revenue help grow the game, but the extra eyeballs that a big brand campaign can bring help to cement the sport in the public consciousness. But with great publicity comes [...]
Super Bowl ads: Which showpiece commercials were the best? February 14, 2022 There’s nothing remotely like the Super Bowl in the UK – and the commercials aired during the game are unlike any commercials on the planet. With an audience of more than 100m watching from home, the Super Bowl ads are a big deal. They cost a lot to make and even more to air – [...]
