Barclays Launching Final Ad Campaign As Premier League Title Sponsor

Barclays is launching its "last big ad campaign as the title sponsor of the Premier League, as its 15-year deal comes to an end in June," according to Omar Oakes of CAMPAIGN LIVE. The campaign, called "I am one," will kick off a search for a "worthy fan to present the trophy in May to the winning team of England’s top football competition." The TV ad, created by Havas Sports & Entertainment Cake, "focuses on three people who have benefited from Barclays’ sponsorship of the Premier League." With the help of a voiceover from former England captain Alan Shearer, the ad explains that "you could be the one" to win a chance to present the trophy, as well as win other prizes, through its Spirit of the Game competition. Freddie Sassoon, Alex Groom and Jess Burling created the ad at Havas SE Cake and "it was directed by Ben Jones through Dark Energy Films." Maxus "handles the media planning and buying for Barclays." Barclays will also launch further ads "featuring current and former footballers" across TV, social media and outdoor ads in football stadiums (CAMPAIGN LIVE, 4/7).