They say football is the beautiful game – and for millions of fans around the world it really is. For many other however, their eyes tend to glaze over at the mere mention of 22 players slogging it out on a rectangular patch of grass – most of the time that is.
But there’s something mystical about these summer footballing extravaganzas that seem to capture the nation’s imagination – young and old alike.
No matter how disinterested people usually are, when the England football appear at a major tournament a sort of unifying power seems to overcome the populace. Naturally, this is advertisers cottoned onto a long time ago.
Now, during each World Cup and Euro tournament, we are blessed with a torrent of football-themed odes that celebrate even the most tenuous of links between a brand and the big event.
Euro 2024 has been no different – and while Southgate’s Lions might be stuttering on the pitch (so far, at least), creatives have certainly delivered some blockbuster campaigns.
Bring It Home – Budweiser
Where else could we start but with this inspiring campaign by the England national team’s ‘official beer’ (straight out of St. Louis, Missouri) starring none-other than Sir Geoff Hurst.
Re-uniting the 1966 World Cup winner with the iconic number 10 shirt that he wore in the final, and famously scored a hat-trick in, this spot certainly ticks all the boxes.
Nostalgic, poignant (Hurst is the last surviving member of the team) and downright uplifting, if this doesn’t get your St. George’s juices flowing, nothing will.
Paddy Power – Europe’s Favourites
Would it really be a major footballing tournament without a comic Paddy Power masterpiece? Poking fun at English exceptionalism, a host of star names feature, including actor Danny Dyer and former England man Peter Crouch.
‘Everyone’s Favourites’ sees a series of our European counterparts sarcastically listing the reasons why England are ‘their favourites’, from their impressive ‘humility’ to the way they ‘blend in’ with new cultures.
It’s truly hilarious clip and frankly, given the behaviour of the English abroad – especially when supporting their national team – it isn’t hard to see why the continent despises us.
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Adidas – Football Anthem
As expected, the German sportswear powerhouse has once again gone big – enlists a whole of host sponsored talent from both Europe and the Americas for a cinematic piece that acts as duel teaser for the Copa America.
Tackling the immense pressure of professional footballer’s shoulders ahead of the summer, the clip features England’s Jude Bellingham, Argentina’s Lionel Messia, Germany’s Florian Wirtz, France’s Ousmane Dembélé, Spain’s Pedri and Italy’s Gianluigi Donnaruma and Federico Di Marco.
Sports Direct – Football Fever Starts Here
The British sports retailer has launched a traditionally manic spot ahead of the summer’s showpiece event, recruiting its usual slew of celebrity names in the process.
Featuring a brilliantly manic Ian Wright driving a souped-up ice-cream van, the film also stars a confused-looking Jordan Pickford, William Saliba tucking in to an ice cream and Conor Gallagher smashing a football into a young boy’s face. Brilliant stuff.
At least everyone starring in this film actually made it on to the plane (looking at you Hellmann’s).
Nike – Awaken Your Madness
Anything Adidas can do, Nike can do better (or so they hope), and this effort certainly has a bit more about it than Adidas’ rather straight-forward footie fest.
Opting for a smaller cast, this spot once again builds anticipation for both the Euros and Copa America by featuring France’s Kylian Mbappé and Brazil’s Vinicuis Junior alongside Norway’s Erling Haaland, who’s team didn’t qualify but is still a big enough name to feature, as well as a star turn by Brazil legend Ronaldinho.
This brilliantly-directed piece illustrates the borderline ‘madness’ and psychotic desire to win present among the most elite of football players – and at times is unintentionally very funny.
Specsavers – Should’ve Translations
Well round things off with a good old-fashioned print and out-of-home campaign by continually strong Specsavers brand which has once again leveraged its trademark ‘Should’ve Gone to Specsavers’ strapline to great effect.
Running across national press, the campaign features the flags of all 24 competing nations accompanied by translations of the famous phrase to helps fans protest against dodgy refereeing decision on an international scale.
The out-of-home assets will be tailored for individual matches and will feature the flags of both nations facing off, accompanied with their respective translations.
