BITE Insight

There’s nothing worse than walking into the pub to watch the game, and no one’s remembered to save you a seat. The truth is, nothing beats your usual spot on the sofa at home, remote control lodged firmly in your hand.

It’s this feeling that adam&eveDDB have set out to capture in their latest spot for Sky Sports, Take Your Seat. The whimsical, playful ad heralds the launch of the new Premier League season.

With a nostalgia-inducing soundtrack, Sky Sports invites football fans to get ready and literally, take their seat. We see no football but instead thousands of fans, as they rush from houses, cafes and even the newsroom, to get the best seat in the house: their own.

For football fans, it is no longer about your country’s shirt but about the team and the colours you align with. Take Your Seat heralds the brilliance of the armchair fan, the people who watch the game from home rather than in the stadium.