Chelsea Football Club has launched a new campaign, titled 'London, It's Our House,' for its 2025 / 26 kit. The campaign features a host of stars from Chelsea Football Club's men's and women's teams, and Madness legend Suggs and rapper Central Cee.
The two minute long video, titled 'Our House' and soundtracked by the Madness hit of the same name, features a cast including Lionesses Millie Bright and Lauren James, England stars Cole Palmer and Reece James, along with fellow club players Marc Cucurella, Moises Caciedo, Sam Kerr, Guro Reiten, Naomi Girma, Nicolas Jackson and club Captain, Enzo Fernandez, says Chelsea FC.
It also stars Central Cee, Ife Ogunjobi and Ezra Collective, says the football club. The players and musical stars have come together for the film to show that Chelsea is not just a football club, but a cultural institution at the heart of London, which showcases the very best of Britain's capital to the entire world.
It's been created by London-based culture consultancy and creative studio ICONIC alongside creative and production house Till Dawn, with production by Park Pictures. The hit Our House by Madness was chosen to emphasise Chelsea's place in the capital's cultural landscape, says Chelsea FC.
It's a huge celebration of the London club, at a time when Chelsea FC Women have just been crowned the WSL champions for a sixth season, and is filmed all over west London, featuring a host of iconic landmarks as well as Chelsea's stadium Stamford Bridge and famous Chelsea pubs, cafes, local parks and pitches, adds the football club.
Chelsea says the campaign is filled with funny vignettes with a distinctly Chelsea flavour, from Suggs driving a London black cab, to Cole Palmer ordering his infamous favourite jam sandwich in the 'Carefree Cafe,' a nod to a fan favourite chant, as fellow diners do his trademark 'shivering cold' goal celebration.
Cole also gets a cafe loyalty card stamped showing two stars, representing Chelsea's Champions League wins. Meanwhile, Enzo Fernandez is shown at Stamford Bridge stadium looking resplendent to match the Madness lyrics "father wears his Sunday best," says the football club.
Elsewhere, Sam Kerr is seen cradling one of the three Women's Super League trophies she's won with the club, along with the two Women's FA Cup trophies and two League Cups she's won with Chelsea FC Women, says Chelsea FC.
'London, It's Our House' has been directed by Jake Erland, who's previously worked for the likes of Dior and LVMH, and who brings his distinctive visual style to capture both London's heritage and its positive youthful energy. His work in fashion and luxury is deliberate, tonal values imbued throughout the film, with a cosmopolitan London exported to the world through the lens of Chelsea, says the football club.
Chelsea says the film also aims to highlight how Nike's new Chelsea FC 2025 / 26 home kit tells its own story through design. The design features a textured clash print inspired by London's architecture, woven into the classic Chelsea blue, paired with brighter, energetic accents that embody the cultural vibrancy of the city.
The film is part of an integrated campaign which will also include social content, Out-of-Home and retail strategies, says the football club.
Casper Stylsvig, Chelsea Football Club's Chief Revenue Officer, says, "London stands for creativity, innovation and an ever-evolving cultural landscape, and is embedded into our DNA. It's fitting that in our 120th year, this incredible city has such a visual representation on our home kit. The classic Chelsea blue and heritage colours stand strong alongside architectural icons of our skyline, we are proud to call London our home and to continue playing a big part in shaping its football community and culture."
James Kirkham, Founder of ICONIC, says, "Football can unite, bring people together and make you smile. We wanted to create something which felt uplifting and unmistakably London, yet Chelsea through and through. I think we've made the most positive football film in years."
Craig Stronach, Founder of TILL DAWN, says, "With Suggs as a cult hero and timeless thread in Chelsea's cultural fabric, our creative ambition was to connect the iconic Madness track with the youthful, audacious energy that defines the club today. Our mission was clear: reintroduce a classic to a new generation. Working with director Jake Erland, we built micro-narratives into every scene — told through the eyes of the fan — to reflect the pioneering spirit of Chelsea and the cosmopolitan heartbeat of London."
For more information, visit www.chelseafc.com. You can also follow Chelsea FC on Facebook, X, Instagram, or on TikTok.
*Image courtesy of contributor