In 1976, teens (and their parents) everywhere blubbered to a love ballad called, Love Hurts, by a group called Nazareth.

Here’s why:

Grey London is part of WPP’s Team News that works on The Sun newspaper in the UK. So it was given the job of finding a new line and new creative that would rivet footy fans to the back page of the paper throughout the Premier League season that begins August 16.

At a glance, its line – We Feel Football – seems pass through your head quietly. But wait until you see the ad in which it is used before judging.

Yep, Grey London feels football. And The Sun may well feel the benefits of that.

The ad is all about – not showing, but feeling – the ups and downs of being a fan.

“For a large number of Sun readers, the back page is their front page. We speak for the football lovers, with an insatiable, endless appetite for the game – despite having their hopes built up and then crushed, time and time again. And yet, they always come back for more. As always, The Sun provides a voice and an active support for the fans – in print, in digital and on video – and we, like the fans, feel football,” explained David Robinson, marketing director, The Sun.

The TVC was directed by Pulse’s Martin Kalina. There was a special reason for that. He’s Argentinian.

“We wanted a director who really understood the tragedy and raw emotions of the football fan. Fresh from experiencing a heartbreaking defeat in the World Cup Final, Argentinian director Martin Kalina brought a load of talent and a bucketful of tears with him.” [Dave Monk, deputy executive creative director, Grey London]

The TVC is on air as a 60 second spot and 30 second cut downs. Slotted in too will be a 10 second spot reminding fans of The Sun Goals app and a 10 second spot promoting The Sun’s Dream Team.