Football fans around the world are no strangers to players like Kevin Keegan, Tony Adams, Peter Crouch, Michael Owen and David Seaman playing both for their respective clubs and England over the years. Celebrating these household names with a twist, Screwfix and Ogilvy UK debut a new series of short adverts – featuring real tradespeople and Screwfix customers who share their names with famous football heroes.
With England set to take part in this year’s 2018 FIFA World Cup– Screwfix wanted to find a way to bring together their unwavering dedication to their customers with a fun campaign which would enable the brand to be part of the tournament conversation. Rather than follow a traditional television coverage sponsorship route celebrating legends on the pitch, the campaign plays on one of the commonalities between Screwfix customer and football superstars: sharing the same name.
You’ll see both Trade and DIY customers In a way you have never seen before in this series of playful idents. With England favourites such as Ashley Cole - also a DIY’er from Coventry who with the help of Screwfix landscapes her back garden. Much loved Tony Adams from the pitch, bears a different occupation to Tony Adams the builder from St. Albans, currently working on his dream home. David Seaman’s highlight reel is slightly different to the David Seaman from Cromer, who is currently sizing up a new passion project. With an average of 5 million people watching this iconic sporting event, what better way than to bring real legends to the heart of our campaign.
Caroline Welsh, Director of Brand and Marketing at Screwfix: “Football plays a huge part in a lot of our customers’ lives, and what better way to bring the beautiful game to them, than by putting them at the heart of our TV ads? We had great fun searching and casting for this campaign with Oglivy UK and we hope to raise a few smiles when the tournament begins.”
Charlie Rudd, Chief Client Officer, Ogilvy UK: “We’re delighted to have worked with Screwfix on their latest campaign to highlight their own customer legends. These local legends come as a welcome relief during the world cup, when we find ourselves regularly celebrating some of a more familiar nature.”
The idents will run during the World Cup fixtures on television, as well as rolling across social channels.