Football club advertising is at the top of its game
Chelsea FC’s latest campaign is the latest in a recent trend of upbeat, all-encompassing odes to football fandom.
The release of a new football kit is a big deal for fans.
The trouble was, in times gone by, the occasion was marked only by a few photos of slightly awkward-looking players ‘modelling’ the garments, and a few social posts if you’re lucky.
Well, the last year has marked a sea change in how clubs are approaching the big launch day. The gravitas of the occasion is being used as a moment to reflect on the culture that surrounds a club, its fans (celebrity or otherwise), the location, and the everyday preoccupations of its inhabitants.
Chelsea culture
The latest, prime example of this trend is Chelsea FC’s vibrant new campaign in collaboration with Madness frontman Suggs, celebrating the club’s deep-rooted connection to London. ‘Our House’, was created to unveil the club’s 2025/26 home kit and features a playful, music-driven short film that blends football, music, and local culture.
The centrepiece of the campaign is a reimagined version of the Madness hit ‘Our House’ with Suggs not only providing the soundtrack but also appearing on screen.
In the film, he drives Chelsea captain Millie Bright through iconic London locations in a black cab, symbolising the club’s identity as a cornerstone of the capital. The video also stars players from both the men’s and women’s squads, including Sam Kerr, Cole Palmer, Moises Caicedo, Reece James, and Lauren James.
The campaign was developed by Nike, Chelsea’s kit manufacturer, and Til Dawn. It premiered on 16 May and was produced with a light-hearted and nostalgic tone, aiming to evoke pride and unity among fans.
The film also features appearances from rapper Central Cee and other well-known Chelsea supporters, reinforcing the club’s cultural relevance beyond the pitch
As James Kirkham, brand strategist, noted: “Jake Erland directed it somewhere between a fashion shoot, pop video and heart-warming TV show. It features [...] countless hidden moments to make you smile.”
Meanwhile, the inclusion of women’s team members was interesting, considering Chelsea officials announced last year that the women's team would become a separate entity from the men's and sold it to themselves for around £200m to avoid a Premier League PSR charge.
For more on the uptick in creative for the women’s game, check this out on Creative Moment here.
Past precedents
Chelsea’s marketing prowess has clearly ramped up, as shown in the tonally very different, but equally well-produced campaign with Uncommon.
Aston Villa’s recent Adidas kit launch, meanwhile, has a very similar energy to Chelsea’s ‘Our House’ campaign, embracing time-proven celebs, local culture and slick production. The ad also manages to squeeze some competent performances out of the players, which is a bit rare in the sport, it has to be said.
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