Sports sponsorship activations from car brands usually involve pictures of players receiving cars, or kicking balls into the boot. It’s a tired and outdated formula and in desperate need of some new thinking. So when Audi asked us to create a campaign to celebrate its four-year agreement as Tottenham Hotspur’s Official Car Partner, we decided it was time to rewrite the rules.

To do this, our sports specialist division We Are Social Sport and production house We Are Social Studios put a new star in the spotlight, in a twist on the car demo video:

As you can see, Spurs stars Dele Alli, Christian Eriksen, Davinson Sanchez and Lucas Moura have picked up an unlikely co-star - a real-life version of the iconic Spurs cockerel logo. Not content with stealing the limelight, he’s also managed to beat them to get behind the wheel of the Audi Q8.

The film is a tongue-in-cheek take on the mundane on-set life that footballers deal with on a regular basis, using the cockerel to change the dynamic.

As our client at Audi, Emma Page, summed up: “This campaign breaks conventions to celebrate our sponsorship of Tottenham Hotspur. Audi and Spurs have a shared passion - daring to be different from others - and we’re excited to show how we can stand out from the crowd.”

You can read more about the campaign in The Drum and Sport Industry.