Football fans deserve better than ad industry’s cynical stereotypes

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Supporters are tired of being patronised by adverts for companies which often work against their interests

? There is a whole world of valid responses to that rather banal question. Though for those football fans you see in adverts, for whom the Euros was a busy time, what with ads for TVs, betting, specs, hybrid vehicles, Scottish fizzy drinks, sportswear, holidays, razors and – with Sir Geoff Hurst leading the charge in the no-nonsense style that made his name – beer, any answers would be less expansive.

Where footballers themselves are shown as near-superhuman, impossibly handsome as they shave their faces while espousing high-performance philosophies, even Jack Grealish managing to style out a mayonnaise advert cameo, a supporter can never be so sophisticated. If a Robert Altman,depth of characterisation is unrealistic, perhaps the ad industry might one day address that football pulls in the widest spread of society.

 

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