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Footasylum Hijack Harry Redknapp’s Traditional Christmas with YouTube’s Yung Filly, Chunkz and Amelia

Chief.'s Ben Tonge captured the chaos for Footasylum's first ever Christmas spot

Footasylum Hijack Harry Redknapp’s Traditional Christmas with YouTube’s Yung Filly, Chunkz and Amelia

Footasylum, the established UK streetwear retailer, have upped the ante with their first ever Christmas advert by clashing festive cultures and challenging us to reimagine our traditional Christmas.  

‘Tradition is Boring’ introduces Harry and Sandra Redknapp in a picture-perfect Christmas scene before turning everything upside down with the introduction of the UK’s leading YouTube Talent Chunkz, Yung Filly and Amelia Dimoldenburg. Set against a full ‘Downton Abbey’ style backdrop the advert plays on the generational gap and promotes the high-energy, positive chaos of Gen Z’s new media stars. 

The 40” and 30” ads will run from 30 November on Sky and Channel 4 channels.  

Created in collaboration with award winning creative production company Chief, and Footasylum’s in-house creative teams, the ad stays true to the Footasylum brand, poking fun at what is expected and bringing some fun back to the marketplace.  

Footasylum are pushing the boundaries for how brands connect with Gen Z audiences - their recently completed YouTube reality show, Locked In, is testament to this. 

The first of its kind, Locked In is available to watch exclusively on the Footasylum YouTube channel, and sits alongside original content such as Does The Shoe Fit, Chefasylum, and Travel Guide. The brand’s channel has amassed over 138 million views, 1.4 billion impressions, 18 million hours of watch time and over 750,000 subscribers without any ad spend. 

Howard Tattersall, Footasylum head of marketing comments: “We are a contemporary brand, increasingly known for entertaining our consumers and audiences with funny and engaging content, featuring celebrities they can relate to. This ad brings all that together – subverting the traditional Christmas and bringing it bang up to date for our consumers and their families.”

Karen James, commercial director at Chief added: “It’s a bit of a cliché to say ‘team effort’ but this really was exactly that. Creative collaboration from the first conversation right up to the off-line editing and incorporating all important stills photography. We all love a blockbuster Christmas ad and this was a dream brief for Ben Tonge. Pulling the rug on what looks like a classic Christmas ad and creating something cool and funny.”

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CLIENT: Footasylum


CREATIVE AGENCY: Footasylum in-house

Copywriter: Joe Sammells

Talent: Simon Lloyd

Photoshoot Art Direction: Ryan Harding


Production Company: CHIEF.

Director: Ben Tonge

Producer: Colin Offland


Edit Company: CHIEF.

Edit Assistant: Ian McLaughlin


Post Production Company: CHIEF.

Colourist: Paul Willis

Producer: Ben McFarlane


Sound Company: Sound Mix

Category: Retail Stores , Retail and Restaurants

Genre: Comedy , Dialogue , People