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27 November 2020

Kick, throw, punch, whatever.

by Andrew MacGregor


Sportsdirect.com: “Sport Starts Here” - 60s

When DAVID heard that Sports Direct were releasing a Christmas ad, he imagined Mike Ashley in an ill-fitting Santa costume on the streets of Newcastle. Fortunately, director Henry Scholfield and agency MOX London spare viewers a nightmare before Christmas and instead deliver a cheeky, pacy ode to finding one's ideal sport.

The uncanny echoes of Nike 'Londoner' are blatant but - in a sense - they are so overt that are more of an homage than an act of plagiarism.

The 60" ad reels off gridiron, basketball, angling, golf, and football, among others, with the protagonist flitting between sports like a rogue heptathlete. Scholfield and his crew execute some excellent transition shots as they create a fun piece of playfulness, with the odd surreal flourish for good measure... and no, that doesn't include Mike Ashley in a Santa costume.


Film Production: Academy Films Ⓟ Ⓦ
Director: Henry Scholfield Ⓟ Ⓦ
Producer: Jacob Swan Hyam
Production M'ger: Bugs Hartley
Executive Producer: Simon Cooper
1st AD: Marc Wilson
Cinematographer: Arnau Valls Colomer
Production Designer: Oian Arteta
Stylist: Toni Blaze
Hair Design: Karla Q Leon
Choreography: Shay Latukolan
Editor: Sam Bould Ⓟ Ⓦ @ Final Cut Ⓟ Ⓦ
Post Production: No.8 Ⓟ Ⓦ
Colourist: Luke Morrison / Connor Coolbear @ Electric Theatre Collective Ⓟ Ⓦ
Sound Designer: Enos Desjardins / Mike Bamford @ String and Tins Ⓟ Ⓦ
Audio Producer: Eimear Ní Ghuaire @ String and Tins Ⓟ Ⓦ
Music Supervision: Mr Pape Ⓟ Ⓦ
Casting: Kharmel Cochrane

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