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BT Sport
'Believe It?'
2 August 2022 1 min 39s
Scan and deliver.
by Andrew MacGregor

A new Premier League season is upon us, and BT Sport want to gauge fans' optimism before kick-off. Presenters Lynsey Hipgrave and Robbie Savage ask supporters to rate their respective team’s chances and then let science determine "who really believes their claim the most".

The broadcaster use an MRI scanner for the job, which may irk viewers waiting for hospital treatment. So long as Brighton fan Lucas Impey's happy with 89.7 on the belief scale, eh?

Others may feel it trivialises the use of MRI scans to reduce the risk of dementia in footballers. Though the ad's heart is in the right place with polished visuals to boot, it's not the union of medicine and football we need right now.

Product Category: TV Stations

Territory: UK



Saatchi & Saatchi
ECD: Will John
Creative: Sarah Heavens
Producer: Sam Topley

UNIT9
Director: A Common Future
Producer: Geoff Stickler
EP: Greg Hemes
DOP: Spike Morris (Vision)
DOP: Tom Elliott

Whitehouse Post
Editor: Joe Walton

  BT Sport - 'Believe It?'


BT Sport
'Believe It?'
2 August 2022 1 min 39s

Scan and deliver.

A new Premier League season is upon us, and BT Sport want to gauge fans' optimism before kick-off. Presenters Lynsey Hipgrave and Robbie Savage ask supporters to rate their respective team’s chances and then let science determine "who really believes their claim the most".

The broadcaster use an MRI scanner for the job, which may irk viewers waiting for hospital treatment. So long as Brighton fan Lucas Impey's happy with 89.7 on the belief scale, eh?

Others may feel it trivialises the use of MRI scans to reduce the risk of dementia in footballers. Though the ad's heart is in the right place with polished visuals to boot, it's not the union of medicine and football we need right now.

Product Category: TV Stations

Territory: UK



Saatchi & Saatchi
ECD: Will John
Creative: Sarah Heavens
Producer: Sam Topley

UNIT9
Director: A Common Future
Producer: Geoff Stickler
EP: Greg Hemes
DOP: Spike Morris (Vision)
DOP: Tom Elliott

Whitehouse Post
Editor: Joe Walton

BT Sport 2 August 2022
'Believe It?' 1 min 39s

Scan and deliver.

by Andrew MacGregor

A new Premier League season is upon us, and BT Sport want to gauge fans' optimism before kick-off. Presenters Lynsey Hipgrave and Robbie Savage ask supporters to rate their respective team’s chances and then let science determine "who really believes their claim the most".

The broadcaster use an MRI scanner for the job, which may irk viewers waiting for hospital treatment. So long as Brighton fan Lucas Impey's happy with 89.7 on the belief scale, eh?

Others may feel it trivialises the use of MRI scans to reduce the risk of dementia in footballers. Though the ad's heart is in the right place with polished visuals to boot, it's not the union of medicine and football we need right now.

Product Category: TV Stations

Territory: UK



Saatchi & Saatchi
ECD: Will John
Creative: Sarah Heavens
Producer: Sam Topley

UNIT9
Director: A Common Future
Producer: Geoff Stickler
EP: Greg Hemes
DOP: Spike Morris (Vision)
DOP: Tom Elliott

Whitehouse Post
Editor: Joe Walton