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Sky Sports remixes Stormzy’s Shut Up to kick off Women’s Super League

The high-energy spot created by McCann London stars Women’s Super League heroes alongside Grime artists

Georgie Moreton

Deputy Editor, BITE Creativebrief


Stormzy's iconic track ‘Shut Up’ has been given a Barclay’s Women’s Super League (WSL) style rewrite to kick off the new season in a new campaign for Sky Sports from McCann London.

Swapping out the lyrics ‘Shut Up’ to the more fitting ‘Keep Up’ the new track encourages audiences to keep up with all the WSL action on Sky Sports. The footballing duality of the phrase ‘Keep Up’ represents the ever-evolving skills found within the women’s game and tells audiences to take note.

The remixed version of the iconic track has been performed by Stormzy’s cousin Nadia Rose, who is joined by well-known grime artists and WSL heroes in a campaign hero film.

The dynamic video features Rose front and centre, performing the track to camera. Throughout the film she is joined by renowned grime artists, Yungen, Stefflon Don and Bugzy Malone, as well as footballing stars England’s Beth Mead, Man City’s Demi Stokes, Liverpool’s Missy Bo Kearns, Jen Beattie, Leah Galton, and Rachel Yankey. The campaign also features Influencers including Grime Gran, Big Manny.

The film cuts video of Rose performing the track in with footage of the footballing stars in action. The players exude confidence and skill, showcasing the talent and excellence the tournament plays host to. Audiences are shown different cities and the fans that reside within them, stoking up local rivalries and building upon each team's identities and communities. The team loyalties show the strong growth that the women’s game has experienced and encourages audience participation.

Following on from the success of the Lionesses at this year’s World Cup the campaign aims to keep up the momentum around the women’s game. The spot exudes confidence by combining the cultural capital of both the women’s game and the popularity of grime music.

“This campaign mixes the worlds of Sport, Music, and Culture to encourage a generation of young fans to tune in to the phenomenal talent playing week in week out in the women's game.” adds Dave Stratton, Marketing Director at Sky Sports.

Keep Up carves out a strong identity for WSL by focusing on the quality, talent and unique personality of the players. With Sky Sports taking a back seat to talent, it solidifies its position as a facilitator of sporting excellence and the place to go to stay up to date. Combining the cultural firepower of music and women’s sport the campaign stops audiences in their tracks, making them take note, pay attention and leaving them keen to Keep Up.

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