Keane Pearce Shaw Directs New Spot for TNT Sport Celebrating the All-Encompassing Nature of Sport

Keane Pearce Shaw’s new spot for TNT Sport, through Saatchi & Saatchi, is a celebration of the all-encompassing nature of sport. Not limited to a 90-minute match or the confines of a stadium, it highlights how sport permeates facets of wider culture, from art and fashion to politics and music. 

Keane Pearce Shaw said “I thought working with footballers was tough, how about every athlete under the sun! All jokes aside it’s been an incredible honour to be part of sports broadcasting history. Helping create a beast of a script with so many moving elements was one hell of a ride. The aim was always to create something that has a more grounded feel, away from the suits of “other broadcasters”, the glitz and the glamour. TNT was all about bringing it back to the fans, the comedy moments, playful and not taking itself too seriously. I think we achieved that in one BONKERS 90 second ad. Thanks to everyone involved it’s genuinely been a pleasure. Now time to enjoy forest finishing bottom of the premier league.”

William John, executive creative director said, “These days sport is so much bigger than just broadcasting. It’s a 24/7 ecosystem that people luxuriate in. It seeps into and shapes every part of culture. From Haaland prompting a new era of male hair style, to sporting heroes like Itoje facing fashion brands and the likes of Molly McCann redefining their sports through their own celebrity and brand.

As a new UK brand, we wanted to show just how much TNT Sports gets this, and acts and behaves accordingly. And, as the nation enjoys an incredible summer of sport with a big autumn on the horizon, we put TNT Sports at the heart of all the action, at the centre of total fan culture, and the epicentre of everyone’s sporting universe. Because these moments that happen on the channel ripple out into culture and beyond.”