Avoiding the usual over the top, big budget CGI campaigns that sports companies usually use
, Umbro have chosen a retro pop-art style. The advertising campaign has been created by a relatively unknown Manchester agency who said they wanted to shy away from the usual dark ominous billboards you see looming over high streets.
They were inspired by the hype of modern youth and the all familiar comic book style that is common in the pop art movement. They chose to avoid using photoshop or image editing software and graphics, by turning to good old fashioned cardboard cut outs, fishing wire and sticky back plastic.
The campaign consists of three main ads; 'vroom', 'kapow', and 'boom' which will be published in magazines, plastered on billboards and as used as a focal point in each of their retail outlets before the start of next season.
The adverts feature Sunderland striker Darren Brent who is sponsored by Umbro but never acted as a face for the brand. It is the first major endorsement Brent has taken part in despite his appearances for the England squad and an extensive professional career.
The campaign is to promote the lightest ever football boots the Umbro GT which weigh only 238 grams. The theme of the ads revolves around the speed the boots can achieve being so light but also reflects the series of bright colours the boots are available in.
A single piece of Japanese Teijin micro-fibre forms the upper section of the boot which is integrated into a thin plate of incredibly light poly carbonate with inbuilt studs. Brent was the first professional to test out the boots and he praised their weight claiming they were the lightest boots he had ever worn. He will be sporting them at the start of the new season out of obligation to his sponsorship; the rest of the public will be able to get their hands on them at the start of august.