As much football as you need

9 07 2011

I find that my life gambols quite nicely until I watch Question Time. On Thursday Jon Gaunt, the fat bigot  and radio “personality” – Gaunty to his friends, decided to defend Murdoch. Well he thought everybody was being so beastly towards the geriatric media tyrant. During his risible tirade he said that we had to thank Murdoch for many things. One of these things was the “fact” that “he’d revolutionised football” or something like that. I thought “Gaunty that’s brilliant, what a charming way to describe the process by which football has become an elitist pantomime!!!!”

Unfortunately even if they don’t agree with him outright people seem to tolerate the present situation. Last week I received an e-mail from a facebook group that I didn’t want to join in the first place. (I remain a member for the daily reminders that I am right). The e-mail announced that a you tube video was the “The. Best. Football. Advert. Ever”. I clicked on the box to watch the video without delay!!! I was disappointed I didn’t  I find “The. Best. Football. Advert. Ever.”, I found an advert for sky sports;

I already had suspicions the person that sent the e-mail was a moron; in an earlier e-mail  he proclaimed that;

“Women’s football is like watching the fucking paralymics… just shite.”

Now I had full-blown evidence he was a moron, I hate football fans.

The advert I was sent via e-mail highlights the approach that Sky take with football; sell, sell, sell. Since they started covering the premier league football has been the cash cow Sky have milked for a profit, indeed without football they might have sank without trace. In order to make the rest of us feel we have to have help them make a profit they have to sell us their football coverage. Sell, sell, sell!!!!!!

My god how they sell, sell, sell their product. Nothing is undersold, it’s the biggest, it’s the best, blah blah blah. The above video is wrong on all the possible levels; the forced emotions, the emphatic delivery, the faux-pathos, the exaggerated emotions. They were still using the same ideas over a decade later, as this advert shows;

If Sky really it feel like us then they feel so much self-revulsion for ruining football they’d do the decent thing and shut up. Yet they never have. When you look at a selection of their adverts from down the years you notice the approach never changes; sell, sell, sell; sky is different, sky is bigger and better, elitism, elitism, elitism…..

Starting with the first one, a whole new ball game (with excruciating player based humour)

Then there was the sweaty glitz of sweaty players in 1995. If you listen carefully you will hear that this was the time when football officially became a religion, (albeit a religion with annoyingly choreographed icons of “typical football” and guffawing stars)

By 2007  sky sports had decided that they were going to have their biggest season ever, which meant that us fans were going to have our biggest season ever too. This advert features another portentous voiceover;

By 2009 we reached a nadir. This advert was just terrible, stylised fans spouting stylised bollocks written by fuckers from an advertising agency. At least we can tell the earlier ones were crap, this one takes itself far too seriously;

Then there’s this triumph of self-promotion. Sky sports actually think they are “Special”. To make this advert they have told Jose Mourinho to say that sky sport are “special”. Very good Murdoch, he’s the “special one” boom, boom. You can call me cynical but I’m wondering if Mourinho actually knew of sky sports before he was Chelsea’s manager. (Notice that you can’t see his hands, they are holding a brown paper bag full of money, this image would be vulgar for sky’s advert.) This adverts also  highlights the needlessly hectoring style of commentating ecstacy they all seem to use now.

 Needless to say this shite is not only ripe for parody, it has to be parodied;




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