The youth in London have it tough, but despite this, they have a relentless positivity and ambition - the mindset of elite athletes. So we flipped the traditional sports ad model and made them the heroes. Nothing Beats a Londoner is an epic tale of one-downmanship, where kids outboast one another about how tough they have it. It captures young London authentically; real kids, real language, true stories, cult locations and a supporting cast made up of London’s most influential sporting and cultural figures.