Film attempt to reach shoppers during England’s second lockdown and take chain upmarket
Sports Direct is running its first ever Christmas advert as it tries to reach shoppers during England’s second lockdown, which has forced the chain’s shops to shut during one of its busiest trading periods.
The ad is directed by Henry Schofield, who is best-known for directing the music video for Stormzy’s Vossi Bop, and styled by Toni Blaze, the stylist who has worked with artists including Jorja Smith and Mary J Blige.