Till Dawn and ICONIC have gathered a modern tapestry of actors, athletes, artists and fans in a heart-warming new Christmas campaign for Chelsea Football Club and Chelsea Foundation that balances touching, feel-good sentiment with celebrity cameos and cultural storytelling.
The 2025 Christmas campaign is the second instalment in a film series that positions the club at the heart of modern London culture, telling a story of community, imagination and the unexpected bonds that form between strangers.
The Magic of Blue features appearances from Leo Woodall (A-list actor from One Day and The White Lotus) and WWE superstar Jey Uso, as well as first-team players from Chelsea’s men’s and women’s squads including Enzo Fernández, Moisés Caicedo, Estêvão, João Pedro, Alejandro Garnacho, Lauren James and Naomi Girma.
A STORY OF LONELINESS, BELONGING AND THAT FIRST SHIRT
The Magic of Blue follows a young girl and her elderly neighbour, both facing loneliness in different ways. When the neighbour gifts her a Chelsea shirt for Christmas, a magical journey begins — one that transforms not only her world, but his as well. At its heart, it’s a story about community, imagination and the unexpected bonds that form between strangers.
The young girl, Molly, unwraps her first Chelsea shirt on Christmas morning and is instantly transported into a world of wonder and escapism. In her imagination, her London townhouse becomes a stadium; her quiet play turns into a match alongside stars like Enzo Fernández, João Pedro, Millie Bright, Lauren James and Naomi Girma, and her everyday surroundings become something truly magical.
Meanwhile her elderly neighbour, who is spending Christmas alone, is moved when Molly returns the gift by welcoming him into her family home to share the season. It’s a full-circle moment that captures the true meaning of togetherness and reminds us that football is more than just a game — it’s a way to belong.
A WEST LONDON SOUNDTRACK WITH GLOBAL REACH
The campaign is underscored by a re-imagined version of the 1928 classic My Blue Heaven, performed by acclaimed West London artist Beabadoobee, who brings a combined social reach of 9.7 million fans and a fresh cultural layer to the work. The track becomes the emotional engine of the story.
COMMUNITY ACTION: THE MAGIC OF GIVING
Chelsea supporters are invited to join in the build-up to Christmas by donating thoughtful gifts for those who may otherwise be spending this season alone. From 12–21 November, Magic of Blue donation points will be located around Stamford Bridge and Kingsmeadow on matchdays collecting items such as blankets, warm socks, gloves, hats, scarves, craft kits and puzzle books.
James Kirkham, ICONIC:
“We believe doing ‘culture’ doesn’t have to be dark or divided — and this has to be the most culturally connected Christmas campaign in football. From actors like Leo to the WWE, all set to one of the biggest new artists around, via West London. With ‘It’s Our House’ we brought people together through energy and celebration of collected pride. With “The Magic of Blue,” we’re doing the same through joy, memory, connection and care. Football unites like nothing else — especially at Christmas.”
Craig Stronach, Till Dawn:
“This film is about the electricity of imagination and the simple truth that one gift, one shirt, one invitation can change everything. We wanted to make something visually playful, emotionally universal and unmistakably Chelsea — a story that feels magical, not manufactured.”
Scott Fenton, Brand Director, Chelsea FC:
“Football is more than a game — it’s our culture, our community, and our shared values. This Christmas, we’re bringing it together under one roof to shine a light on loneliness in London — using the power of the game to bring people together when it matters most.”
Laura Cordingley, CEO Chelsea Foundation: “The Magic of Blue is about bringing people together and spreading kindness at a time of year that can feel especially lonely.
Recent reports have confirmed that 1 in 9 people will be spending Christmas day alone, the need for connection has never been greater. This campaign celebrates the power of community, whether that’s between generations, neighbours, or fans they are all united by their love of Chelsea.
Through initiatives like our Walking Football, we’ve seen how simple moments of connection can transform lives. After just five months engagement with the programme participants who said they feel isolated had dropped from 15% to just 2.5%.
This Christmas, we’re helping make the season a little brighter for those who need it most – because the real magic of Chelsea lies not just in football, but in the compassion and togetherness of our community.”
The new creative work continues the narrative of May’s kit launch film, London, It’s Our House – which attracted more than 50 million views and multiple award nominations – by building on Chelsea’s belief that football can be cinema, pop culture and community all at once.
A FULL CLUB-WIDE CAMPAIGN
As with It’s Our House, the hero film is the centrepiece of a wider campaign including photography, outdoor advertising, social, in-stadium, and Christmas retail storytelling including the club’s Christmas gifting range and Foundation activations across West London.
