Chris Pitt on... the game before the game

It is hard to not have seen a world cup related advert in the last two weeks, with alcohol, food, televisions and betting all featuring heavily. My pick for an attention grabbing campaign features none of these products, with their often clichéd use of young men either playing football, attending games or ignoring their loved ones as the 'beautiful game' consumes them body and soul.

Talking to this same football obsessed target, but in a way that does not exclude all other members of society either rationally or emotionally is the Dr Dre Beats campaign – The Game Before the Game.

I have not chosen this campaign because at my time of viewing the extended advert it had 21m YouTube views, nor because it includes Neymar and a plethora of other football stars. But because it made the hair on the back of my neck stand up after only a minute of watching and because it made me want to own a pair of these headphones without overtly selling me a pair.

Incidentally this desire to purchase fights my naturally inclination to dislike them, due to the fact they are usually permanently strapped to my younger sons head. The advert and its soundtrack create equity around the product and by inclination those who use it that is powerful; for me these were, passion, dedication and connections. Passion driven by a desire to deliver what matters to you and your family, dedication to focus on all the small details required to perform at the highest level and connections, from the top of the game to the fan in the street. A great price of advertising. 

Biography
Chris spent the first 9 years of his career learning his trade as a product and campaign manager with TSB, Marks & Spencer and first direct; understanding how to manage a P&L and how to deliver and assess compelling campaigns.

Returning to Marks & Spencer Chris was Head of Marketing during a period in which Marks & Spencer launched its Home Insurance and Credit Card propositions. With Marks & Spencer Bank having been bought by HSBC, Chris then broadened his experience by building and leading HSBC’s direct marketing capability in the UK managing a portfolio of brands. This was prior to holding the position of Head of Marketing for Europe, where he launched the HSBC brand in both Russia and Poland.  

Chris joined Tesco Bank in 2010 where he has lead the marketing team during a period of considerable change and growth, culminating in the launch of the Tesco Bank Current Account.  

Chris is chair of the Marketing Society Scotland. Read more interviews in our Clubhouse.