Football board games manufacturer Premium World needed a campaign of adverts for children to promote their Super 11 game. JMS Group came recommended by media planning agency Guerillascope.

The game itself is a fun mixture of tactics, skill and luck. We were tasked to create a concept that would portray the quality of the product in an edgy, stylish manner. The commercial needed to appeal to kids and adults alike.

Premium World were keen to take our concept ‘In The Zone’ into production as it subverted the viewers’ expectations – instead of the players emerging onto a football pitch they enter into a household setting, bringing the energy of a real-life football match into a home environment.

Both the changing room and players’ tunnel sets were built entirely in our Norwich film studio. A combination of quick cuts, macro shots, and an emphasised use of sound effects make for an ‘Edgar Wright’ (Spaced, Hot Fuzz, Shaun of the Dead) inspired introduction to build the suspense.

The Super 11 football board games commercial aired with great success on Cartoon Network, Disney XD, CITV, Pop, and Kix. Premium World’s first outing on television was very effective in driving sales of Super 11 at both Amazon and high-street retailers.

“From the creative concept, through casting and developing the script, to shooting on the day, the whole process was seamless.”

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