"Only Sport Can Do This"

30 July 2024

80s

Explosive.

Even with the help of EU pro-competition regulations which ensured a decent slice of the English Premiership football pie, and exclusive rights to the Champions League, it has proven difficult for TNT Sports (and its predecessor BT Sport) to compete with Sky Sports. In the 1990s, Sky first began to entice UK audiences with its sport offer, and the broadcaster secured a grip which it has fought hard to retain.

Both before and after he founded agency Brothers & Sisters, Andy Fowler was a key figure in Sky's marketing, so it's exceptionally interesting to note that his agency, several years after parting company with Sky, has now been engaged by TNT Sports to up their marketing ante.

The first salvo from this new relationship is this terrific montage-style commercial viscerally reminding the audience of the unwritten drama and unbeatable spectacle of sport. Filmed at a number of different events in various locations across Europe (and possibly beyond), a number of talented cinematographers, marshalled expertly by director Ludovic Gontrand, were given the specific assignment of capturing those moments when participants and fans are overwhelmed by tension and exhilaration.

The film benefits enormously from sound designer Sam Ashwell's skill as the soundscape combines beautifully with an excellent music choice to guarantee that the hairs on the back of your neck will stand to attention like loyal patriots hearing the first few bars of the national anthem.

To usurp the relationship that Sky has with sports fans, TNT still has a big job ahead but this statement of intent suggests they are more than up to the challenge.

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