Dark Horses captures the thrill and excitement that only comes with opening brand new football trading cards in first campaign for Panini

As the 2020/21 football season prepares for kick-off, Panini is launching its official Premier League Adrenalyn XL trading cards with a new campaign from Dark Horses. The agency won the project in May. 

The campaign, which breaks on TV on September 3rd, showcases the timeless anticipation and excitement collectors feel when they get their hands on a new pack and rip it open to see who’s inside. 

Using animation and meme style graphics interlaced with footage of some of the Premier League’s biggest stars, the TV work dramatizes collectors’ reactions as they discover their cards with an emphasis on three of the rarest cards – Golden Baller, Elite and Invincible. 

The ads are voiced by Panini brand ambassador and popular YouTuber SV2, who also makes a cameo appearance. 

The 6-week campaign is supported by an online 30” edit, as well as a 20” and 3 x 10” TV spots. The TVCs air for the first time on Thurs 3rd Sept. Each of the 3 x 10” ads hero one of the special card types (Golden Baller, Elite, Invincible) and will run in equal rotation. 

Chris Clover, the Head of Marketing, Sport at Panini said: “We set out to do something really different and exciting in the UK and Ireland with our Premier League Adrenalyn XL trading card collection this year. We are absolutely delighted with how the creative has come out and can’t wait to share it with the world. We knew partnering with the team at Dark Horses would allow us to really move the brand forward, and so it has proved.”

Steve Howell, Creative Partner at Dark Horses, said: “Panini is one of those incredible brands that immediately stirs the memory bank full of childhood glee. Every new season is a chance for a new generation to experience the pleasure of ripping open a pack and finding a shiny or their favourite player for the first time. This exuberance is exactly what we wanted to bring to life for the launch of the new Panini Adrenalyn XL cards.”


Brand: Panini

Creative agency: Dark Horses

Media agency: Generation Media

Director: Rob Sanderson

Production Company Producer: Amber Marsh / Lea Barisset / Tom Gibson

Production Company: Curious

Editor: Curious

Post-production: Curious

Grade: Curious

Sound: Malcolm Goldie c/o DLMDD

Source: Dark Horses

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