Take Them All On - BT Sport | Clapboard Ad Archive

BT Sport’s 2018 campaign Take Them All On, created by BBDO for the UK market, leverages a compelling narrative centered on Charlotte as she imagines herself taking on a roster of high-profile sports stars including Dele Alli, Jesse Lingard, Gareth Bale, Steph Houghton, Kieran Tierney, Sam Warburton, Johanna Konta, Cal Crutchlow, and Darren Till, while also featuring notable figures like Rio Ferdinand, Frank Lampard, and Jake Humphrey. This film-based campaign operates within the media and entertainment category and uses the protagonist’s imagined confrontations as a dynamic storytelling device that highlights the diverse range of sports content available exclusively through BT Sport, positioning the brand as the ultimate destination for sports enthusiasts eager to engage with the new season’s action. What Clapboard’s taxonomy would classify as FORMAT#5 EXEMPLARY STORY is employed here, where the product plays a vital role in the plot and resolution by anchoring the narrative around the breadth and exclusivity of BT Sport’s coverage, thus driving subscription intent through the excitement generated by the star-studded lineup and Charlotte’s confident, playful challenges to these athletes. The campaign’s use of well-known sports personalities from football, rugby, tennis, and motorsport enhances its appeal by tapping into existing fan bases, while the seamless integration of BT Sport’s platform into the storyline reinforces the brand’s identity as an enabler of sports passion and live engagement. The film’s tone balances aspiration with accessibility, encouraging viewers to imagine their own connection to the sports world by subscribing to BT Sport, supported by an active social media presence across Twitter, Facebook, Instagram, and the BT Sport website that amplifies audience interaction and brand reach. The campaign earns 64/100 in Clapboard’s global creative archive. Take Them All On matters to the industry because it demonstrates how sports media brands can transcend traditional broadcasting by embedding their product into a narrative that personalizes the fan experience while uniting diverse sports audiences under one subscription offering.