The one-liner: BT Sport’s TV spot, starring sports-crazed schoolgirl Charlotte

The context: 2018’s iteration of its annual football-focused spot, which previously starred Dele Ali in 2017. Ali appears again in a bit part, but this time the star of the show is undeniably brilliant mini fan Charlotte McLellan. Launched ahead of the new Premier League football season, it showcases the full range of sports available across its channels, so the line speaks to the double meaning of the ad’s narrative and BT’s product offer perfectly.

Why it’s great: A killer 90s soundtrack, a protagonist for our age and a narrative that lends itself to multiple celeb spots without feeling too ‘showy’

The takeaway: Never underestimate the power of pitch perfect casting