August 28, 2024
Can I tell you a secret?
To date this year, I have spent $458.99 AUD on football shirts.
I know. It’s ridiculous. But it’s not my fault. Hear me out. I was swindled. Hoodwinked. Tricked.
It all started on the 7th June when this video was released by my beloved Newcastle United FC…
Now for a lot of you, that won’t resonate. It has no meaning. It’s just a black and white video with a dramatic voiceover which is clearly trying to sell you a football shirt.
But that’s not what I see.
Adidas, Newcastle United, and the marketers behind it knew exactly what they were doing. They’ve crafted something that fans like me can’t help but fall in love with.
It’s not just an ad - it’s a love letter filled with social references, nods to our language, our heritage, the passion and loyalty that defines us. They knew we’d have no choice but to embrace it wholeheartedly.
That was the first hit. $150 gone.
And I know I’m not alone.
Almost every premier league team this year released their football kit in movie-like fashion. Each trailer is specified and tailored toward their fan base.
This recent Manchester United kit release is another prime example:
However, when I watch this, I feel nothing.
That may sound harsh.
I can appreciate the brilliance of it. The faces I recognise, the messaging, the cinematography.
But the problem here is that I’m not watching it through the ‘Manchester United-tinted’ glasses through which the ad was intended to be watched.
They know who they want to target. That person is most definitely not me.
This is where brands could take a page out of the football clubs' playbook.
The depth of understanding these clubs (and kit manufacturers) have of their fans is nothing short of genius. They don’t just know their audience - they live and breathe the same history, culture, and passions.
This deep cultural alignment allows them to create campaigns that resonate on a personal level, tapping into the shared values, attitudes, and behaviors that define their community.
It’s not just about creating a great ad; it’s about creating a great ad that feels like it belongs. If Newcastle’s kit launch had been aimed at the general public, it wouldn’t have had the same impact. But because it was designed for people like me - those who bleed black and white - it became irresistible.
That’s the power of understanding and connecting with a culture. In a world awash with generic advertising, it’s the campaigns that truly understand and speak to their intended audience that stand out.
It’s not about casting the widest net; it’s about casting the right net. When you know exactly who you’re reaching and can speak their language, the connection becomes almost inevitable.
When brands achieve this level of cultural alignment, they’re no longer just marketing - they’re creating moments of meaning. They’re building a community and fostering a sense of belonging, which is far more valuable than any one-off purchase.
And at the moment, I see nobody doing this better than Premier League Football Clubs.
I want to leave you with a few more examples. They likely won’t resonate.
But please remember, you likely aren’t watching them through the eyes for which they were intended.
