Hot Pick

We Are Undefeatable campaign gets better with age

The pitch perfect campaign is a reminder of the power of inclusive advertising

Nicola Kemp

Editorial Director


We are Undefeatable

The second instalment of ‘We Are Undefeatable’ captures the myriad of little ways that people with long term conditions get active (no matter how little) and the vital role that friends, families and carers can play.

FCB Inferno, London


Integrated marketing



What is the opposite of the ‘difficult second album syndrome?’ A creative campaign which effortlessly and empathetically builds on its message.

This is what FCB Inferno have achieved with the second installment of its We Are Undefeatable campaign. An ad which brings humanity and humour to the myriad of little ways that people with long term conditions get active,

We Are Undefeatable is the campaign led by a collaboration of 16 leading health and social care charities, along with national lottery funding and expertise from Sport England, to support and inspire some of the 43% of people in England who live with a health condition to be active in a way that works for them.

The campaign beautifully captures a variety of intimate moments; from the bravery to exercise in water following a mastectomy, to overcoming the barriers of Parkinson's to play football. By telling their stories through their own words the spot delivers both warmth and wisdom 

Sharon Jiggins, EVP at FCB Inferno, explained: "Hearing our cast talk in their own words about the highs and lows of managing their conditions was incredibly powerful. Their honesty and, in some cases, humour demonstrated their resilience and character. Our new campaign is a celebration of this."

The campaign was created by FCB Inferno with media handled by Manning Gottlieb OMD. Publicity is handled by Weber Shandwick.