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21 February 2020

Red or dead.

by Andrew MacGregor


AXA: “Know You Can: Liverpool” - 90s

The days, hours, and minutes before kick-off propel this handsomely shot commercial for AXA, who reaffirm their sponsorship of Liverpool Football Club. As director Lionel Mouginís compendium shows, fans, players, coaches, and ground staff each play a key role in pre-match preparation - whether itís painting the lines on the pitch or scaling a fence to watch Liverpool train.

The result evokes Barclays' 'Love is Tough' ad from 2013, which gave a similarly affectionate insight into footballís hold over the local community. Furthermore, it adds another layer to the brandís relationship with Liverpool, which began with a look at mental health coaching for children. Time well spent for Reds fans, at least.


Film Production: Dog Eat Dog Ⓟ Ⓦ
Director: Lionel Mougin
Producer: Fabyan Daw
Executive Producer: Mark O'Sullivan / Harvey Ascott
Cinematographer: Gianpaolo Lupori
Editor: Thierry Hoss
Colourist: Anne Szymkowiak
Location: Anfield, Liverpool

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