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Abbott Mead Vickers BBDO made 90 different radio ads to promote BT Sport's coverage of the FA Cup.

Each ad is one minute long and tells the story of a different minute from a different game. Stories span the 147-year history of the trophy, from an injured soldier who was rescued at Dunkirk and went on to score in the 1946 Cup Final, to the time a game was abandoned in heavy fog and they forgot to tell the goalkeeper. Voiceovers are provided by celebrities such as Lena Headey from Game of Thrones and football legends like Steven Gerrard. The campaign was created by Tim Riley.