The commercial also features top athletes including Mo Farah, Alex Iwobi, and Dina Asher-Smith
The sports brand have a launched their ‘Nothing Beats A Londoner’ campaign, drafting some of the capital’s most exciting musical talent in to help.
The commercial starts and ends with Skepta, and is partially soundtracked by his song ‘Shutdown’. The beginning finds him on the phone in a corner shop, starting an exchange that highlights some of the challenges young athletes face, including weather and family.
Top sportspeople such as footballers Harry Kane, Eden Hazard and Alex Iwobi, runner Mo Farah, and sprinter Dina Asher-Smith also appear, while Big Shaq raps – and then cries – on a rugby pitch, classroom, and in the barber’s.
“Boy Better Know have been instrumental in shaping the UK Grime scene over the past decade, and we’re thrilled to be able to honour them with the NME Innovation Award this year,” said NME Editor-In-Chief Mike Williams. “From nurturing fresh new talent to packing out festival fields with their live shows, BBK never stand still and have undoubtedly become one of the most respected and well-loved music collectives the UK has produced.
“With the VO5 NME Awards streaming live on Facebook again this year you can catch the whole thing as it happens. It’s going to be epic.”
The VO5 NME Awards 2018 will take place at London’s O2 Academy Brixton on February 14.