Sports Direct – Go All Out

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If you're entering a snowball fight, who do you want on your team? The athletic prowess of Jessica Ennis-Hill? The safe hands of goalie Jordan Pickford? The... Big Narstie?

Answering that question is the sports-star-studded new Christmas campaign for Sports Direct, in which the above celebs and more shake off the season's slobbiness and partake in a spot of ball-flinging.

Building on the success of Christmas 2020’s Sports Starts Here, agency Mox's first campaign for the brand, Go All Out reinforces the message of Sports Direct as the ultimate destination for the gift of sport and fitness this festive season, as well as maintaining the fun-loving and fast-paced tone of its predecessors.

Key to its success is the irreverent tone given to it by Pulse Films' directing duo THE REST [Alex Motlhabane and Lewis Levi], throwing in cheeky moments and charming transitions whilst maintaining the simple narrative.

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Above: Some behind the scenes snaps.

"It’s been an amazing journey with Sports Direct since our first campaign last Christmas," comments Matt Bolton, Creative Director at MOX, "and we’re really excited to continue transforming people’s perceptions of the brand with another biggy.

“This year we wanted to give the gift of sport and fitness to everyone across the country. But let’s face it, Christmas isn’t exactly an active time of year. Sofa slobbing...over-eating...endless box sets. But, sprinkle a bit of snow over the UK and everyone loses their s**t. 

"It’s a thrill that brings out the inner child in everyone and that feeling is something we’ve tried to bottle in our film”.