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Six times sports brands owned the screen

Sports brands have been responsible for some of the biggest, most groundbreaking creative campaigns out there – and they have the D&AD Pencils to prove it too. So we've dipped into the D&AD Archive to revisit six times the sports world served up on-screen gold. 


Award: Graphite Pencil / TV & Cinema Advertising Crafts / Use of Music / 2001

Lowe Lintas's Blob is at the more disturbing end of the sports ads spectrum, featuring a giant beer belly chasing down a desperate runner. The belly was an unlikely hit with viewers, with Reebok reportedly inundated with calls from people wanting to get hold of their own toy version.

Agency: Lowe Lintas

Client: Reebok


Freestyle Basketball

Award: Graphite Pencil / TV & Cinema Advertising / Television Commercials – Up to and Including 60 Seconds / 2002

Wieden+Kennedy USA's Freestyle Basketball was one in a series of TV ads which also included football and skateboarding, and featured NBA superstars Vince Carter, Lamar Odom and Darius Miles amongst street-cast players. In 2015 Director Paul Hunter named the film his favourite piece of work, describing it to Vice Sports as “pure expression”.

Agency: Wieden + Kennedy USA

Client: Nike

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