www.buyaplayer.co.uk: Waxed Nipples

As part of Coke’s sponsorship of the English Football league they are running a promotion giving away up to £10m for fans to win for their clubs.

The brief we were given was to promote the promotion. We had a different idea. Seeing as this was for the specific benefit of the clubs we thought the job could be done much more effectively by those who had the greatest interest in winning the money – the chairmen of each of the clubs themselves.

So we gave the chairmen a brief to make a personal pledge to their fans, if they were to raise a specific transfer fund target.

They’ve loved it, with over 70% of the Chairmen making pledges as diverse as tattooing the club crest on their arm, pushing a black pudding across a pitch with their nose to getting a full body wax.

We have taken these pledges and turned them into 72 different radio, online ads, and a number of short films made by the clubs themselves and Mother. In these films we see the chairmen making their pledges, giving their fans a taste of what is likely to come. These films are currently embarrassing their chairmen across the world wide web.