90 in 90 42nd Minute
Jules Chalkley, executive creative director at O&M London
I chose this ad because…
Radio is used innovatively in this ambitious campaign for BT Sport. The FA Cup is one of the most vibrant, exciting competitions on the planet and radio is used to delve into its unique drama in 90 one-minute ads.
With so many different executions, this campaign could have been achieved only using radio – a cost-effective and accessible format. Any other media platform would probably cost more than a Premier League club’s first team.
Well-crafted ads explore the ups and downs of the competition with a range of perspectives from the national to the personal. I love “42nd Minute” – the story of Wigan’s toppling of Manchester City to win the final. Focusing on the story of ex-player Dave Whelan’s life-long passion and dreams for his local club, it reveals the power the FA Cup has on people. A unique media format explores a unique competition.
Client BT Sport
Creative agency Abbott Mead Vickers BBDO
Creatives Tim Riley
Creative director Paul Brazier
ECDs Alex Grieve, Adrian Rossi
Producer Tara Megson
Executive producer Paul Goodwin
Post production 750 MPH
Sound designer Ben Gulvin
Voices Paul McGann, Lisa Dillon