EURO 2024 - Battle of the brands
The Euros are here, and with them, a deluge of ads that are for me, as much a part of the spectacle as the football itself.
As the beautiful game gets set to take centre stage, brands are pulling out all the stops, turning to their creative agencies to deliver a dazzling campaign that celebrates, challenges, and cheers on the spirit of Euro 2024.
From heartfelt narratives to some fun humor, here are my standout campaigns to kick off the tournament.
Check them out below >>
Irn-Bru - ‘Mannschaft’
Scottish soft drink brand Irn Bru has released a hilarious Euro 2024 ad featuring a kilt-wearing fan supporting the Tartan Army while making colorful jokes about his 'Mannschaft.'
The innuendo-laden ad plays on the German word for 'football team.'
The video, posted on X, shows a Scottish fan in a dark blue kit and kilt washing his hands in a pub bathroom. I love Iru-bru’s positivity sentiment throughout all of the latest creatives and 5* has got to go to whoever uncovered the work Mannschaft for this campaign.
Adidas Football - ‘Hey Jude’
This is the story of a nation’s hope, ignited by a new generation of players aiming for success in Germany this summer.
Jude Bellingham exemplifies this journey, embracing fan support and overcoming the pressures of past disappointments.
The film features favourites like Becks and Lampard, reflecting on their own tournament histories. Stormzy, Laura Woods, and Ian Wright also appear, joining fans in celebrating the joy of a major tournament summer.
Paddy Power - ‘Europe’s Favourites’
It wouldn’t be a tournament without a Paddy Power getting in on the action.
This year they’ve teamed up with Danny Dyer to celebrate England being dubbed 'Europe's Favorites' to win this summer's biggest football tournament.
Capitalising on years of contentious behavior abroad and the lingering complexities of Brexit, the Paddy Power has taken a playful jab at England’s unique position just two weeks before the event. I like it!
Budweiser - ‘Bring it home’
AB InBev has launched a new look can for the tournament, featuring "Let’s bring it Home" alongside a Three Lions crest and a signature blessing from Hurst. They're going all out and producing 12 million cans, aiming to inspire fans with hopes of another historic win for England, who famously triumphed in 1966.
This is the latest move in Budweiser’s support for the England Men’s team since becoming their official beer in 2018. As part of this, Budweiser reunited Hurst with his legendary number 10 shirt from the 1966 World Cup final, on loan from The National Football Museum where it's usually proudly displayed.
Bitburger - ‘The Bitte Tour’
Stink Films, a Berlin-based studio took a trip around Germany with director Eliot Rausch for a UEFA 2024 campaign for national partner Bitburger.
The commercial captures real-life football fans enjoying the excitement of the sport.
I’m a big fan of this. It builds nicely, it’s got energy, emotion and passion. What more do you want to get you geed-ed up for the tournament.
Fill your heart with hope!
Nike - Awaken Your Madness
Nike and Wieden+Kennedy brings Erling Haaland, Vini Jr, and Kylian Mbappé together to share the "madness" behind their journey..
The ad, set to Screamin’ Jay Hawkins's "There’s Somethin’ Wrong with You," showcases their intense rituals. The trio’s journey culminates with a cameo by football legend Ronaldinho, who underscores the dedication required to succeed.
As expected, inspirational stuff.
SEEN ANY OTHERS?
If you have, share them and I’ll get them added to the list.
