As a sponsor of the England football team and the Uefa Euro 2012 tournament, the campaign is a key activity for the brand this year.
The light-hearted spot, created by Fold7, features a "fan academy" training facility where fans are put through their paces by celebrities from the world of football, entertainment and other sports and encouraged to go that extra mile to "give their all for England".
It was created by David Govier and Simon Johnson, and directed by Peter Cattaneo through Academy. Post-production was by Fi Kilroe at Finish, with audio post-production by Wave Studios.
This article was first published on Campaign Work