Melbourne, Australia-founded Airwallex, and Arsenal have launched “Who Are Ya?,” a two-minute advertising film directed by and starring Academy Award-winning filmmaker Spike Lee. The film, which Airwallex said is its largest marketing investment in UK sport to date, is set in a North London pub on matchday.
The two-minute spot features club-record goalscorer Thierry Henry, former players Martin Keown and Rachel Yankey, and current players Viktor Gyökeres and Kai Havertz, alongside Arsenal-supporting actors Aaron Pierre, Jasmine Jobson, and Nick Moran, known for his role in Lock, Stock and Two Smoking Barrels.
Lee, described as a lifelong Arsenal fan, directed the film and appears in it, bringing his distinctive visual style and storytelling approach to the campaign. (Note the way Thierry rolls into the scene – one of Lee’s signature cinematic touches.)
“I’ve been riding with Arsenal for years – it started with Thierry,” said Spike Lee.
“But what really stayed with me is what the club stands for – its history, its culture, the way it reflects the world beyond the pitch. With ‘Who Are Ya?’, I wanted to capture that real supporter energy – the passion, the debates, the humour. Fans today don’t just follow the game, they understand everything around it, too. Bringing Airwallex into that conversation felt natural, because the film plays on how fans now talk about the business side of football just as much as what happens on the pitch. This film is about that voice, that culture, and that community.”
The film was produced by advertising and creative agency Uncommon and is its first major film from Airwallex, rooted in its new global proposition — “Build the Future” — which the company says represents a commitment to constant evolution. The campaign is designed to demonstrate how removing barriers and focusing on world-class performance can help businesses reach their full potential.
“Arsenal supporters are among the most passionate and financially engaged supporters in football,” said Matt Jennings, Global Creative Director at Airwallex.
“Setting this in a pub, working with some of Arsenal’s biggest supporters and harnessing Spike Lee’s creativity and flair, this film is a genuine conversation with football supporters about money and lets us tell that story in a way that feels authentic to this community. Like Arsenal, finance is always evolving and, leveraging the stories of the club and the supporters, we can show how businesses can build the future with a new way to do things.”
“Our partnerships are at their best when, together with partners like Airwallex, we lift our supporters and bring them closer to us,” said Juliet Slot, Chief Commercial Officer at Arsenal.
“Who Are Ya? is a celebration of the incredible passion of our community, and how we can use our shared platforms to connect us wherever we are in the world. We love Spike’s passion and understanding for our club which shines through our film.”
The film follows Airwallex’s out-of-home advertisements around Arsenal’s Emirates Stadium earlier this year. Airwallex is Arsenal’s official software partner, providing the club with digital payment tools and global financial infrastructure to support its international growth.
