We've collaborated with Primark and Soccer Aid over a number of seasons, creating a 30-second prime-time slot to be shown in the half-time show. This is a great opportunity for the brand to get some high-profile coverage as well as say thank you to all the customers who have donated. As a Primark ambassador and keen footballer, Kem is a regular fixture in the game itself and TV spot — bringing the perfect blend of light-hearted comedy and football skills.