LOVE’s all new global ad campaign for Umbro’s Stealth football boot launched over the weekend and is already causing a bit of a stir by posing a simple question:

‘ARE YOU FOX OR CHICKEN?’

The premise; quick, light and deadly, Stealth wearers become cunning predators on the pitch, allowing them to hunt down and obliterate the competition.

Media includes print, retail, digital, in-stadia, video and guerilla.

The print executions, shot by Tom van Schelven, feature a combination of predator and victim scenarios while the video, directed by LOVE’s own Mike Hughes, sees a more abstract on-pitch hunt play out. See below.

Here’s the press and retail executions:

And here’s some shots from a guerilla projection live from Manchester’s Northern Quarter.