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8 June 2021

The kids are all right.

by Andrew MacGregor


Nationwide: “Finton” - 60s

This hopeful Nationwide commercial is as far removed from image rights and European Super Leagues as can be. Despite his tender years, twelve-year-old Finton has already learned plenty about triumph and disaster on the pitch.

As a ten-year-old, Finton says, "I'd get angry when we'd lose or when people wouldn’t pass." While some never grow out of this behaviour, Finton was lucky enough to find both the right teammates and the right coaches.

Aided by the boy’s steady narration, it's a calming, earnest look at grassroots football - especially when compared to the looming din of Euro 2020. The ad may not solve the abuse still faced by many at this level, but it's a start.


Creative Agency: VCCP Ⓟ Ⓦ
ECD: Jim Thornton
Associate CD: Daniel Glover-James
Managing Director: Hannah Fitzgerald
Account Director: Isabelle Hutchinson
Account Manager: Nicole Mouawad
Senior Planner: Gethin James
Agency Prod Man: Hope Sutherland
Creative Production: Doris Tydeman
Cinematographer: Jim Jolliffe Ⓦ (Vision Ⓟ Ⓦ)
Editor: Jack Williams @ The Assembly Rooms Ⓟ Ⓦ
Colourist: Steffan Perry @ Framestore Ⓟ Ⓦ
Sound Designer: Jake Ashwell Ⓦ @ 750MPH Ⓟ Ⓦ

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