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Umbro X West Ham United “Umbro X West Ham United 'We Are East London” 2022

Umbro X West Ham United “Umbro X West Ham United 'We Are East London” (2022) is an Umbro X West Ham United commercial directed by John Reavey for West Ham United, produced by West Ham United. It won one award: British Arrows 21/22 Bronze — Young & Emerging Talent Award - Craft.

This ad celebrates the rich history and diverse community of West Ham United, showcasing the club's traditional roots alongside its modern identity through a mix of archival footage and contemporary scenes.

Video: West Ham United FC on YouTube

Shot by shot

  1. A wide shot of a bustling street in East London, featuring a cafe and an accounting office, with cars and a bus passing by on a sunny day.© Umbro X West Ham United0:04
  2. A male soccer player in a maroon and white uniform kicks a soccer ball on a green field in a stadium, celebrating a goal.© Umbro X West Ham United0:11
  3. A middle-aged man with a receding hairline smiles at the camera while holding up a West Ham United football jersey in front of the Bow Cafe.© Umbro X West Ham United0:18
  4. A female soccer player with curly hair, wearing a West Ham United jersey, leans against a concrete wall in a dimly lit stadium tunnel.© Umbro X West Ham United0:23
  5. Two young men in West Ham United jerseys hang upside down from a metal bar on a sunny day in a grassy field.© Umbro X West Ham United0:26
  6. A young male soccer player in a West Ham United jersey looks down then up at the camera in a dark, industrial hallway.© Umbro X West Ham United0:35
  7. A young man in a West Ham United jersey gestures energetically while looking up at the camera on a sunny day.© Umbro X West Ham United0:40
  8. An older woman with short grey hair and glasses smiles gently at the camera, standing outdoors in a park on a sunny day.© Umbro X West Ham United0:43
  9. A young Black man in a light blue football jersey and a West Ham United scarf over his head smiles broadly in a park.© Umbro X West Ham United0:48
  10. A bald man with a beard, wearing a dark blue t-shirt, looks at the camera and then covers his face with his hands in a laundromat.© Umbro X West Ham United0:53
  11. A young Black man in a white football kit juggles a football on a sunny day, with "NO BALLER" text floating beside him.© Umbro X West Ham United0:57
  12. A Black man in his 20s, wearing a West Ham United football jersey and a cap, gestures with his hands in a laundromat.© Umbro X West Ham United0:59

Stills © Umbro X West Ham United. Made by West Ham United, West Ham United and John Reavey.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Showcasing West Ham's heritage and modern identity through diverse East London community.

Tagline: “BRING IT ON.”

community pridepast meets presentlocal heroesurban landscapesports nostalgiadiverse representation

The cut

Length
71 s
Shots
47
Average shot
1.5 s
Format
mixed

What creatives use Umbro X West Ham United “Umbro X West Ham United 'We Are East London” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Umbro X West Ham United “Umbro X West Ham United 'We Are East London”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A wide shot of a bustling street in East London, featuring a cafe and an accounting office, with cars and a bus passing by on a sunny day.© Umbro X West Ham UnitedA male soccer player in a maroon and white uniform kicks a soccer ball on a green field in a stadium, celebrating a goal.© Umbro X West Ham UnitedA middle-aged man with a receding hairline smiles at the camera while holding up a West Ham United football jersey in front of the Bow Cafe.© Umbro X West Ham UnitedA female soccer player with curly hair, wearing a West Ham United jersey, leans against a concrete wall in a dimly lit stadium tunnel.© Umbro X West Ham United
    Frames from Umbro X West Ham United “Umbro X West Ham United 'We Are East London”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Umbro X West Ham United “Umbro X West Ham United 'We Are East London” in order, with its length, framing and what happens in it.

    A wide shot of a bustling street in East London, featuring a cafe and an accounting office, with cars and a bus passing by on a sunny day.© Umbro X West Ham UnitedA male soccer player in a maroon and white uniform kicks a soccer ball on a green field in a stadium, celebrating a goal.© Umbro X West Ham UnitedA middle-aged man with a receding hairline smiles at the camera while holding up a West Ham United football jersey in front of the Bow Cafe.© Umbro X West Ham UnitedA female soccer player with curly hair, wearing a West Ham United jersey, leans against a concrete wall in a dimly lit stadium tunnel.© Umbro X West Ham UnitedTwo young men in West Ham United jerseys hang upside down from a metal bar on a sunny day in a grassy field.© Umbro X West Ham UnitedA young male soccer player in a West Ham United jersey looks down then up at the camera in a dark, industrial hallway.© Umbro X West Ham United
    Length: 71 s · Shots: 47 · Average shot: 1.5 s · Format: mixed

  3. 03Ad ideas: every spot built on a community pride

    Before you present an idea, you need to know who has done it, and how.

    Umbro X West Ham United “Umbro X West Ham United 'We Are East London” is built on a community pride. Search the library by idea to see every spot that uses it.

    adidas “Heart of the City”© adidasJack Daniel's “Our Town”© Jack Daniel'sLvmh “Manny”© LvmhStation Casinos “Team Members”© Station Casinos
    adidas · Jack Daniel's · Lvmh · Station Casinos

Award-winning sport commercials

Questions

Who directed the Umbro X West Ham United “Umbro X West Ham United 'We Are East London” commercial?

John Reavey directed it, produced by West Ham United, for the agency West Ham United.

Which agency made Umbro X West Ham United “Umbro X West Ham United 'We Are East London”?

West Ham United created it for Umbro X West Ham United (2022).

What awards did Umbro X West Ham United “Umbro X West Ham United 'We Are East London” win?

1 awards, including British Arrows 21/22 Bronze — Young & Emerging Talent Award - Craft.

What is the tagline of Umbro X West Ham United “Umbro X West Ham United 'We Are East London”?

“BRING IT ON.”

Sources for the credits and awards

britisharrows.com