Bbh Sport Unveils Western Union Lfc Campaign

A new TV spot is set to air this week as part of Western Union’s activation of its Liverpool FC partnership.

The ad, created for the money transfer company by agency BBH in London, is the centrepiece of a new campaign starring Liverpool’s Senegalese-born forward Sadio Mane.

The creative centres on a real-life exchange which sees Mane sending money to his uncle in Senegal via the Western Union mobile app. Uncle Sana then uses the cash to buy himself a new widescreen TV to watch his nephew in action. 

Shot between Dakar, Senegal, and Melwood, the Liverpool training ground, the ad aims to showcase Western Union as a global digital brand.  

The company, which specialises in cross-border and cross-currency money movement, is the Official Principal Partner and the Official Money Transfer Partner of Liverpool FC as well as the Club’s first-ever Official Shirt Sleeve Sponsor.

Western Union is working with BBH to activate a range of LFC marketing and promotional rights under the partnership, aiming to bring its offering to life in an “authentic” way.

It comes with the UN predicting that the global migrant population is likely to reach 274 million by 2020.

Commenting on the campaign, Ewan Paterson, founding partner of BBH Sport, said: “Sadio (Mane) is really close to his uncle Sana who lives back in Senegal. It was fantastic to have them both in the film and show how Western Union helps them stay connected”.

Michael Abbott, director, global marketing communications strategy at Western Union added: “Moving money across borders is important for millions of people around the world (including quite a few Premiership footballers).  Our digital solutions make moving money easier and BBH Sport have helped us use our partnership with Liverpool FC to tell that story in a highly engaging and relevant way.”

The ad will air on UK TV for four weeks on Sky Sports & BT Sport, and globally online.