Several weeks out from the World Cup and the England team has been announced, not by a weathered pundit resting in an armchair but by some of the nation's most passionate fans.
With it being 2018, it is no longer a done thing to fire out a well-worded press release to get a point across. As a result, the FA took to social video to unveil the players who made the cut to play in Russia.
Wieden+Kennedy London and director Dan Emmerson enlisted young fans from across the country to announce the England team. The video was shot on location in Wembley, in addition to towns and cities across the country, and featured players from grassroots teams calling out support for their 23 favourite players.
The work was pushed by the FA on its Facebook, Twitter and YouTube accounts.
Vote for it below in The Drum's creative works.
Wieden + Kennedy London: The Football Association 'England World Cup Squad Announcement'
Elsewhere in the UK, ITV released its fan video supporting its coverage, urging fans to forget about the highs and lows of the past and focus on the now.
Meanwhile the BBC's campaign is yet to break but it took to social media to announce its World Cup pundit team in a millennial-friendly way that could arguably be traced back to the antics of Italian side Roma.
ANNOUNCE #BBCWORLDCUP SQUAD! pic.twitter.com/ZmrvGP7RHo
— BBC Sport (@BBCSport) May 15, 2018