Obsession
Commonwealth Games
- Film
- Campaign
The Commonwealth Games are coming back to Glasgow in 2026. And if last time taught us anything, it’s that we’ll go all in, all heart.
Throwing ourselves into sport for 11 unforgettable days. Becoming superfans of people we’ve never met, experts in events we know nothing about. A brilliant, temporary national obsession.
One year to go ↓
Obsession: The teaser campaign.
Obsession
This campaign aims to capture that glorious all-consuming feeling of getting completely carried away. Of getting so immersed in something that it’s all we can think about.
How do I get tickets? What’s a Uki-Waza? What does Duncan Scott have for breakfast?
When we’re wrapped up in something, we want to know everything about it, so we go searching for the answers online.
This universal behaviour sits at the heart of the campaign, with ‘search-style’ creative woven throughout, bringing the idea of obsession to life in a way that feels instantly familiar.
Featuring athletes from across multiple events, the campaign celebrates how sport is going to take over for a bit, while capturing the unique energy that Glasgow will bring to the Games.
So bring it on, here we go.
Let the obsession begin.
11 days.
10 sports.
1 city.
The launch campaign ↓
How better to describe this campaign idea than the script of the radio ad. Voiced by dishy Sam Heughan from Outlander fame.
Glasgow, the Commonwealth Games are coming.
And let’s be honest, we’ve never really been the type to hold back.
We’ll go all in. All heart.
Transforming into superfans overnight.
Becoming experts in sports we know nothing about.
Dreaming about the swimming.
Chest-thumping at the netball.
And greetin’ at the bowls.
Full-blooded.
Faces-painted.
Voices lost, somewhere in the glorious chaos.
Find out more – and let the obsession begin – at Glasgow2026.com.
Here's our brand hype film which was the focal part of the above-the-line campaign, running on cinema, TV, VOD and social:
Brand hype film ↓