Quickfire Carpool
As Arsenal's Official Automotive Partner, MG needed to go beyond traditional sponsorship visibility and create content that fans genuinely wanted to watch. Working closely with MG to continually evolve and activate the partnership, the challenge was to develop an entertaining, repeatable content format that could showcase MG's latest vehicles, unlock authentic player personalities and build a deeper connection with Arsenal's global fanbase.
LoveGunn conceived, directed and produced Quickfire Carpool, a four-part, social-first content series bringing Arsenal's biggest stars together for candid conversations inside MG's latest vehicles. For the opening episode, we put Bukayo Saka, Myles Lewis-Skelly, and Noni Madueke into the all-new MGS9 Plug-in Hybrid alongside presenter and DJ Jeremiah Asiamah. With quickfire questions, unexpected conversations and plenty of laughs, the format created a natural environment for the players to relax, open up and reveal a side of themselves rarely seen on the pitch.
Great partnership activation starts with understanding what fans actually want.
Arsenal supporters already know what their favourite players can do on the pitch. We wanted to show them who they are off it.
Working in close collaboration with MG, we developed Quickfire Carpool as part of a wider episodic content strategy designed to build lasting engagement throughout the season, rather than relying on one-off sponsorship moments.
By bringing together recognisable football personalities, an engaging host and a relaxed in-car setting, we created a format where MG could play an integral role in the experience without dominating the story.
The result was a scalable entertainment platform that connected MG with Arsenal's audience through shared moments, humour and genuine personality.
Authenticity was at the heart of the creative approach.
Rather than relying on scripted dialogue or traditional player endorsements, we designed a quickfire interview format that encouraged spontaneity, playful exchanges and genuine reactions.
With Jeremiah Asiamah leading the conversation, the players moved effortlessly between football, music, personal interests and the unexpected. From dream seven-a-side teams and fishing to an unlikely love of Lady Gaga, the conversations delivered entertaining, unscripted moments that gave fans a fresh perspective on their favourite Arsenal stars.
Our team led the creative concept, format development, shoot direction and end-to-end production, capturing the chemistry between the players while naturally integrating the MGS9 into the experience.
Created with social audiences in mind, the series was designed to extend across multiple episodes featuring Arsenal's men's and women's teams, giving MG a recognisable, repeatable content platform that keeps the partnership relevant, entertaining and connected to fan culture.
Quickfire Carpool builds on LoveGunn's ongoing role leading the creative strategy and activation of the MG Motor UK x Arsenal Football Club partnership. Now in our third season working together, we continue to develop and deliver campaigns, original content and experiences that turn sponsorship into meaningful connections between brands, players and fans.
