Sunday, June 06, 2010
Honouring the past, looking forward to the future?
The general population in Scotland may be ambivalent about the English build-up to the World Cup (or even adopt the old “I support two teams: Scotland and anybody playing against England” attitude), but it is impossible to avoid. The recent Umbro advert plugging the English World Cup kit caught my attention. I’ve posted the video below.
Umbro says the new strip is “honouring the past, looking forward to the future.” The ad is actually an interesting comment on English, and perhaps more broadly, British identity. Is it an attempt to reclaim images that have been used divisively by the far right? An accurate portrayal of modern Britain? A optimistic, though unrealistic, vision of multicultural Britain? A cynical use of national symbols to boost sales?
Personally, I enjoyed it and think it sends a positive message, especially given the current political climate. What do you think?
Also, for those of you interested in football, The Independent ran a great article about the sport, poverty and Africa: “Soccer slums: The truth about African football.”
Umbro says the new strip is “honouring the past, looking forward to the future.” The ad is actually an interesting comment on English, and perhaps more broadly, British identity. Is it an attempt to reclaim images that have been used divisively by the far right? An accurate portrayal of modern Britain? A optimistic, though unrealistic, vision of multicultural Britain? A cynical use of national symbols to boost sales?
Personally, I enjoyed it and think it sends a positive message, especially given the current political climate. What do you think?
Also, for those of you interested in football, The Independent ran a great article about the sport, poverty and Africa: “Soccer slums: The truth about African football.”
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