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10 January 2022

Here we go again.

by Andrew MacGregor

Sports Direct: “Don't Stop Moving” - 30s

Who knew Sports Direct were fans of S Club 7? The retailer's latest slogan is "don't stop moving", and we'd like to think the group's 2002 track of the same title was an inspiration. Or it's just a straightforward reminder to stay active and show the January blues who's boss.

In either case, director Joćo Retorta delivers a kinetic effort for the brand with nary a giant mug or bag for life in sight. The focus is on clothing and accessories able to withstand tough workouts, targeting consumers with pent-up energy after a stop-start winter.

It maintains a decent run of form for the brand, as they pivot from cheap and cheerful to a more aspirational tone.

Film Production: Bullion Ⓟ Ⓦ
Director: Joćo Retorta
Producer: Joel Spencer
Executive Producer: Guy Fuhrer
Cinematographer: Harry Wheeler
Editor: Brendan Jenkins Ⓦ @ tenthree Ⓟ Ⓦ
Colourist: Simon Bourne @ Framestore Ⓟ Ⓦ

David Reviews is hand-crafted at 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.