With the Euros kicking off on June 14 in Germany, brands worldwide are gearing up for one of the most highly anticipated sporting events of the year. Our rolling blog will help you keep up with all the unmissable ads.
The Euros are coming, and so are the ads. Approaches range from Adidas enlisting David Beckham to narrate a spot about the pressures that players feel during these headline-making matches to Paddy Power plumping for Danny Dyer to highlight Europeans’ perspectives on England’s perceived modesty, cultural adaptability and style.
And there’s lots more where they came from. We’ll be keeping this blog up-to-date as new ads land, but here are some of the best brand efforts so far.
Irn-Bru ‘Doctor’s’ by Leith
In this ad, a patient asks her doctor, played by comedy legend Sanjeev Kohli, for advice. She describes the peculiar symptoms, such as weird facial movements and her arms flying into the air.
The doctor’s mood perks up as he recognizes the symptoms of optimism. Prescribing two tickets to see Scotland in Germany washed down with Irn-Bru, the pair become giddy with excitement.
Irn-Bru ‘Mannschaft’ by Leith
Mannschaft is German for football team but in this ad, a Scottish kilt-wearing football fan tells Germany that they are about to see what a Scottish mannschaft is all about.
Adidas ‘You Got This’ by TBWA\London and TBWA\Neboko
Adidas is shining a light on the pressures elite players face when all eyes are on them at the Euros.
In fact, research shows that players are three times more likely to miss a penalty when playing for their national team as opposed to their club.
The hero spot features Gianluigi Donnarumma, Giovanni Reyna, Ousmane Dembélé, Pedri, Jude Bellingham and Leo Messi. Former England captain David Beckham’s familiar voice narrates the spot as Queen and David Bowie’s iconic Under Pressure track plays in the background.
Paddy Power ‘Europe’s Favorites’ by BBH
Irish firm Paddy Power and Danny Dyer have joined forces to celebrate England being hailed as ‘Europe’s Favorites’ to clinch the biggest football tournament of the summer.
Following years of contentious behavior abroad and the lingering complexities of Brexit afflicting the nation, the brand has seized the opportunity for a playful nod to England’s unique standing just two weeks ahead of the event.
Bitburger and Serviceplan ‘The Bitte Tour’ by Stink Films Berlin
Directed by Eliot Rausch, this ad is a heartfelt ode to the communal spirit that football fosters. It celebrates the food, traditions, storytelling and shared moments over a Bitburger.
To genuinely capture the raw emotion behind these experiences, Rausch and his production team embarked on a journey across Germany, interviewing and filming real-life fans in their natural habitats, such as pubs, restaurants, workshops, and bustling streets.
BBC ‘More Twists, More Turns’ by BBC Creative
BBC Creative has conjured a vibrant pinball world filled with footballing Easter eggs, capturing the tournament’s unpredictable nature.
Set against the backdrop of Germany’s iconic landmarks, the narrative follows a pinball moving through this fantastical machine, bouncing between Europe’s footballing giants. From Kane, Bellingham, Robertson, and McTominay to Musiala, Ronaldo, and De Bruyne, the film’s twists and turns are sure to drum up excitement for the tournament.
Topps ‘Stickerbook’ by JAA
This Topps ad features football’s iconic ‘Special One’ Jose Mourinho promoting its trading cards. In the spot, the manager shies away from the terrible CGI attempts of the creative team instead opting to be in the film himself.