This ad creates an icon out of the blue halo of the Priority sports logo.

Throughout the spot the camera is focused on a series of blue circles, channelled through scenes of sporting culture that represent the halo, it’s exclusivity and portal-esque access.

We open on a pulsing empty blue halo hanging in the darkness of a warehouse, then to a shot of a bright blue LED wheel of a bike as Mark Cavendish is sprinting on a rolling road at a photo shoot.

From here a number of different vignettes draw the viewer into the world of sporting culture that’s more than just a game – it’s a way of life. The clothes we wear, the music we listen to, the fun we have on the way and our heroes

Every scene displaying the blue halo in different guises to the viewer until it’s almost like an imprint on the retina.

We end on the blue halo of Priority Sports, with a call to action for O2 customers to enter the world of Priority Sports through the app.

The track is ‘Run Boy Run’ by French artist Woodkid, chosen more for the style and arrangement than the obvious "Run Boy Run" lyrical match – it created the right mood and energy for the piece - melancholy but beautiful.