After EURO 22, Sports Direct continued in their quest to bring football to the UK, with a Christmas campaign.

We briefed creatives with a very simple proposition: for those who believe in the game, there’s no other gift like football. From there, they created a whole world where traditional festive ads are invaded by the only gift that really matters.

All without ever mentioning this cursed World Cup.

Creative: Enric Capdevila, Jason Hynes, Lawrence Tallis / Agency: COPA90