When you think of sportswear television ad’s, Umbro’s name aren’t the first to pop into your head, are they?
Well there’s a reason for that – Umbro actually haven’t produced a TV ad for 8 years.
The good news is – they’re back! The Manchester brand have done nothing but good things since their acquisition by Nike, producing some truly classic football shirts for England and Manchester City, an awesome stable of football boots with the Speciali and Stealth Pro and starting a design revolution in classic-styling!
However, the brand isn’t doing things in the manner you might expect. In fact, it’s avoiding the most common routes taken by adidas and Nike for their World Cup ads, making it something of an ‘Anti-Ad’.
Despite having a solid football boot presence at this Summer’s World Cup, Umbro aren’t featuring a single professional football player. And despite bring the official England team shirt supplier, it’s not advertising during any of the World Cup games.
Instead, Umbro‘s ad features normal everyday people across the country in different locales lining up for the national anthem whilst wearing the England away shirt.
And rather than cashing in on the World Cup games – the ad will be shown at a variety of times across a multitude of channels.
Umbro say that this approach will not only let them hit a wider audience, but will save them a tonne of cash as advertising during the World Cup games is very pricey indeed.