The Sports Cluster of Sony Pictures Network India (SPN) has launched its ‘Heartbreaks Await’ campaign ahead of the upcoming semi-finals and finals of the Emirates FA Cup, the oldest recognised football tournament in the world. Currently, in its 136th edition, the stakes are sky high with some of the biggest clubs in English football making it to the semi-finals and competing to win the prestigious title.
The ad film is conceptualised by JWT. The concept behind the ‘Heartbreaks Await’ campaign is the impending heartbreak that fans will experience as their favourite clubs clash during the semi-finals of the Emirates FA Cup. The campaign attempts to capture the scale of the fandom and resonates with die-hard fans who react to the wins or losses of their favourite teams.
Vinayak Gaikwad, Senior Creative Director, JWT Mumbai, said, “Football fans share an emotional bond with the teams they support. These emotions are all the more at play when rival teams and fans face-off, which is the case in this year's FA Cup Semi Finals. And by the end of it, one set of fans will be out to celebrate while the other is left heartbroken. This leads us to the central theme of our idea.”
Shounak Guhathakurtha, Senior Creative Director, JWT Mumbai, commented, “There are no draws or replays in the knockout stages of the FA Cup. And given that this year all the big boys are in contention, heartbreaks are inevitable. We tried to capture this thought in our films through humour-laced stories depicting fans of rival teams.”
Semi Final one with Chelsea versus Tottenham Hotspurs will be broadcast at 9:45 pm on April 22, 2017 and Semi Final Two with Arsenal versus Manchester City will be shown at 7:30 pm on April 23, 2017, Live and Exclusive on Ten one and SonyLiv.
Footy Fans will see all the big boys in action with league leaders Chelsea facing high flying Tottenham Hotspurs while Champions League hopefuls Arsenal and Manchester City face-off in the other tie. In the knockout stages of the tournament, both games will play out until a winner is decided. With so much at stake for fans of all four teams, by the end of it, one way or another, heartbreaks are inevitable.
The campaign comprises two 30-second films that showcase the Heartbreak that fans are experiencing in different situations.
In the hospital, a young doctor is desperately trying to revive a patient by performing CPR on him and hears the FA Cup commentary in the background. The doctor hears that his team has missed the penalty and the tables are turned with the doctor unconscious on the hospital bed and the patient on top of him, trying to revive him in the same manner.
In the winning and losing ad film, one sees the winning and losing fan reactions. A bunch of friends, arm-in-arm, jump up and down in unison, celebrating to the beat of a techno song because their team is winning while right in the apartment next door, a young man bangs his head against the wall in frustration to the same beat because his team is losing.
Creative Agency: J. Walter Thompson Mumbai
Chief Creative Officer: Senthil Kumar
National Creative Director: Tista Sen
Production House: Chalk and Cheese
Director: Naruttam Achowe
Executive Business Director: Sujit Sanyal
Sr Creative Director: Vinayak Gaikwad, Shounak Guhathakurtha
Account Director: Saptarshi Banik
Creative team: Aditya Narayan, Ganesh Palkar, Satyajeet More
Account Team: Sanat Shende, Ashok Vaghela