To help cement Three's connection to football, I was briefed to concept and write a 30-second radio ad for TalkSPORT – the UK's leading sports station. From the outset I knew that we'd have to tailor our message, tone, and overall style to appeal to this specific audience.

I began by unearthing some honest and recognisable football truths. These included things like quirky managers, crazy goal celebrations, and turning popular tunes into chants.

Crafting a radio ad for footie fans

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Highlighting relatable phone behaviours forms a big part of our creative strategy, and helps tie the brand with football fans. So my next job was thinking up a bunch of ways footie fans used their mobiles.

With the help of my CD, I drafted loads of different routes for the client to consider, eventually landing on the key insight that football fans are often superstitious – performing strange rituals like kissing their badge in the hope it'll help their team win. This resulted in 'The Magic Number' ad, which you can listen to below.