Film Concept and Setting
Who Are Ya? is set in a North London pub on matchday and portrays a conversation that initially appears to be about typical football debate. However, as the discussion unfolds, the characters dive deep into financial jargon and business concepts rather than tactics or players. The film blends humour, cultural references, and sharp dialogue drawn from Arsenal culture while featuring Spike Lee's signature directorial style, including his iconic 'double dolly' technique.
Core Message
The campaign plays on the idea that football supporters are already deeply engaged in global systems of movement, transfers, and financial logic. It positions Arsenal supporters as among the most passionate and informed commentators on finance, drawing a parallel between how fans understand the business side of football and the challenges businesses face managing cross-border payments. The film reflects the evolving nature of football fandom, where fans understand everything around the game, not just what happens on the pitch.
Cast and Production
The film features a mix of Arsenal legends, current players, and celebrities who are Arsenal fans. Participants include Thierry Henry, Martin Keown, Rachel Yankey, Viktor Gyökeres, Kai Havertz, actor Aaron Pierre, Jasmine Jobson, and Nick Moran. Spike Lee both directs and appears in the film. The project was created by UK creative agency Uncommon.
Commercial Partnership
The film was created as a partnership between Arsenal FC, Airwallex (a global payments and financial infrastructure company), and Academy Award-winning director Spike Lee. Airwallex is Arsenal's official software partner, supporting the club's international financial operations and growth. The campaign positions Airwallex as a solution to the complexities of cross-border payments.
Campaign Distribution
The two-minute film ran across Sky channels and digital platforms, launching ahead of Arsenal's match against Newcastle on April 25, 2026. Further rollouts were planned around the end of the season, the 2026 World Cup, and the start of the 2026/27 Premier League season. 
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