« Championing the True Spirit of Game », la nouvelle pub de Barclays pour la Premier League

Barclays, partenaire titre de la Premier League a dévoilé son nouveau spot de publicité quelque jours avant le début de la saison qui démarre ce week-end. Nommée « Championing the True Spirit of Game » (Défendre le véritable esprit de jeu), cette vidéo met en lumière la passion du football, l’engouement populaire que ce sport engendre.


Les acteurs de cette vidéo sont uniquement des amateurs, un match de football entre 2 équipes d’enfants, supportés par leurs familles et amis au bord du terrain. On est loin des stades anglais et des milliers de fans dans les tribunes. Barclays souhaite rappeler que le football appartient à tous et que la passion est la même pour les amateurs et les professionnels. Fêter un but, tomber et se blesser, ne pas réussir un arrêt pour un gardien sont autant de péripéties qui se passent dans tous les matchs mais l’envie reprend toujours le dessus, voilà le message que Barclays souhaite faire passer au travers de cette publicité. Chaque personne, fans de football, qui regarde cette vidéo se retrouve dans les paroles de la voix-off. Barclays s’adresse aux fans et leur promet une belle saison sur tous les terrains.

Barclays se positionne comme partenaire du football en général en Angleterre, ce qui est possible grâce à son engagement dans la Premier League, vitrine du football anglais dans le monde. Sur son site internet, Barclays décrit son objectif en tant que marque comme étant « d’aider les gens à atteindre leurs ambitions sur le droit chemin ». Sa stratégie de sponsoring avec la Premier League va dans ce sens et on retrouve ces valeurs dans cette nouvelle vidéo. Barclays met le fan au premier plan dans ses campagnes et rappelle que sans eux, le football ne serait pas ce qu’il est aujourd’hui.

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