Rashford and Willian Prep for the Big Game in Xbox's 'FIFA 17' Spot

Premier League Players Take Their Gaming Very Seriously

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Premier League soccer stars Marcus Rashford and Willian Borges da Silva (known as Willian) gear up for an important game in Microsoft Xbox's new U.K. spot for "FIFA 17" -- one which takes place in their living rooms.

The ad, by McCann London, parodies the serious tone of traditional sports advertising, showing the players going through some pre-game rituals both familiar (kissing crucifixes and staring determinedly into the mirror) and less familiar (getting rid of the cat, disabling the door bell and putting on their comfiest slippers).

The spot, directed by Andreas Roth at Craft Worldwide/Riff Raff, promotes Xbox Live as the U.K.'s fastest gaming network.

Laurence Thomson, co-president and chief creative officer at McCann London, commented: "Our strategy was to create a film that our audience, of die-hard 'FIFA 17' gamers and football fans alike, would enjoy and could relate to. They have seen many ads that portray these types of Premier League superstars as overly-serious and perhaps unapproachable. The result is an original and light-hearted take on all the mannerisms, superstitions and rituals that 'FIFA 17' players go through. Making the point that Xbox Live is crucial if you're really going to take the game seriously."

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About

Credits
Date
May 05, 2017
Agency:
McCann - London
Client:
Xbox
Creative Director:
Jamie Mietz
Creative Director:
Sanjiv Mistry
Art Director:
Olly Wood
Copywriter:
Matt Searle
Business Director:
Sail Jani
Account Director:
Tom Oliver
Account Manager:
Tom Baines
Agency Producer:
Paul Gillespie
Photographer:
Sam White
Director:
Andreas Roth
Production Company:
Craft Worldwide
Production Company:
Riff Raff
Producer:
Angelica Polonczyk
Producer:
Chris Cartwright
Editor:
James Forbes-Robertson
Post Production:
Glassworks
Sound Design:
Adam Smyth
Director of Photography:
Jan David Günther
Media Planning & Buying:
Carat
PR:
Assembly
Tags
Category
Industry
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