Madness icon Suggs, rap superstar Central Cee and Chelsea stars including Millie Bright, Lauren James, Cole Palmer and Reece James are the stars of a culture-first new campaign from Chelsea.

The ‘London, It’s Our House’ campaign, created by Iconic and Till Dawn, celebrates the launch of Nike’s new Chelsea kit. 

The film also features Marc Cucurella, Moises Caciedo, Sam Kerr, Guro Reiten, Naomi Girma, Nicolas Jackson and world cup winning, Captain Enzo Fernandez. As well as Chelsea fan Ife Ogunjobi from London’s Mercury Prize and Brit Award-winning Ezra Collective.

The culture-first film is designed to underline that Chelsea is not just a football club but a cultural institution at the heart of London, showcasing the very best of Britain’s capital to the world.

It’s been created by London-based culture consultancy and creative studio Iconic alongside creative and production house Till Dawn with production by Park Pictures.

The iconic track ‘Our House’ by Madness was chosen to emphasise Chelsea’s place in the capital’s cultural landscape. With an extra dollop of authenticity delivered by the fact that Suggs is a well-known lifelong die-hard Chelsea fan.

Suggs has reasons for celebrating, as he is depicted driving a London black cab across London, as Chelsea FC Women have just been crowned the WSL champions for a record-breaking sixth straight season.  

The film doesn’t take itself too seriously with scenes including Cole Palmer ordering his infamous favourite jam sandwich in the ‘Carefree Cafe’, a nod to a fan favourite chant. While fellow diners do his trademark ‘shivering cold’ goal celebration.

Cole also gets a cafe loyalty card stamped with two stars, representing Chelsea’s Champions League wins.  

Elsewhere, Sam Kerr is seen cradling one of the three Women’s Super League trophies she’s won with the club, with another now to add to the collection, along with the two Women’s FA Cup trophies and two League Cups won by Chelsea FC Women. 

The campaign was directed by Jake Erland, who has previously worked for the likes of Dior and LVMH. He brings his distinctive visual style to capture both London’s heritage and its unique youthful energy. 

The film is part of an integrated campaign which will also include social content, out of home, and retail strategies.

Casper Stylsvig, Chelsea Football Club’s Chief Revenue Officer, said: “London stands for creativity, innovation and an ever-evolving cultural landscape, and is embedded into our DNA. It’s fitting that in our 120th year this incredible city has such a visual representation on our home kit. The classic Chelsea blue and heritage colours stand strong alongside architectural icons of our skyline, we are proud to call London our home and to continue playing a big part in shaping its football community and culture”

James Kirkham, founder of ICONIC, added: “Football can unite, bring people together and make you smile. We wanted to create something which felt uplifting and unmistakably London, yet Chelsea through and through. I think we’ve made the most positive football film in years”.