UEFA Euro 2024: Looking at the prominent adverts

With UEFA Euro 2024 just around the corner, there has been a steady flow of adverts and commercials coming in one after the other as brands and companies look to seize this opportunity to create a lasting impression on their customers. 

From Adidas enlisting David Beckham to narrate a spot about the pressures that players feel during these headline-making matches to Paddy Power employing Danny Dyer to highlight European perspectives on England’s perceived modesty, cultural adaptability, and style, there is a lot for fans to munch on ahead of another mouth-watering instalment of the Euros. 

Throughout this month-long tournament, we’ll be keeping this blog up-to-date as new ads land. In the meantime, let’s take a look at some of the best adverts ahead of UEFA Euro 2024. 

WeRoad “Holiday Squad” by WeRoad

Earlier in May, England manager Gareth Southgate announced the squad he’ll be taking to Germany for the European Championship. Both Jack Grealish and James Maddison were notably missing from the team.

So while they might not be heading to Germany with Southgate’s team, there’s one other squad they might like to join. WeRoad, a holiday and travel agency, roped them in for its latest campaign “Holiday Squad”, becoming part of a team that can travel the world, meet some new friends, and, of course, party.

Tennent’s “Get to Germany” by Studio Something

British comedian Iain Stirling narrates this series from Tennent’s that sees Scottish football fans race to Germany, with the person landing in the country first winning some big prizes.

The journey of a lifetime will see supporters of the Scotland national team travel across Europe, completing challenges and checking off some iconic Scottish football destinations on the way, with a little help from some stars of the game.

(Click to watch the full video here: https://youtu.be/ZfXbmosPf44?si=MbVBo2pAG3gFOBem) 

Specsavers “Should’ve Translations” by Revolt

Specsavers also launched a Euro 2024 advert with a “Should’ve Translations” theme. The campaign aims to help fans of all nations prepare for the tournament by translating its famous slogan “Should’ve gone to Specsavers” into the languages of all the countries taking part in the tournament.

The tongue-in-cheek print ads show just how ingrained the brand’s slogan is in everyday vocabulary, but this time with an international feel.

Budweiser “Blessed By Sir Geoff Hurst” by Revolt

Budweiser has teamed up with England legend Geoff Hurst to bless its beer with the victorious spirit of England’s 1966 triumph.

Budweiser’s iconic can has been revamped to commemorate this significant partnership, featuring the words “Let’s bring it Home”, the Three Lions crest, and a blessing from Hurst along with his signature. More than 12 million cans will be produced for fans to enjoy throughout the tournament.

(Click to watch the full video here: https://youtu.be/fZf5KtPWaJ0?si=F219eCuzxzNx2lri) 

British Heart Foundation “Til I Died” by Saatchi & Saatchi

The British Heart Foundation launched a new campaign commemorating the lives of 12 young football fans whose lives were tragically ended by heart disease.

The poignant work, titled “Til I Died”, is built on the insight that many of us are largely unaware of the devastating effect heart disease has on young people. The murals serve as both a memorial and a powerful visual statement, emphasising the urgent need for greater awareness and research funding to combat heart disease among youth.

Irn-Bru “Doctor’s” by Leith

In this ad, a patient asks her doctor, played by comedy legend Sanjeev Kohli, for advice. She describes her peculiar symptoms, such as weird facial movements and her arms flying into the air.

The doctor’s mood perks up as he recognises the symptoms of optimism. Prescribing two tickets to see Scotland in Germany washed down with Irn-Bru, the pair become giddy with excitement.

(Click to watch the full video here: https://youtu.be/HomrY1I0NDo?si=5JErKuuNEo3EhzVE) 

Irn-Bru “Mannschaft” by Leith

“Mannschaft” is German for “team”, but in this ad, a Scottish kilt-wearing football fan tells a German fan that they are about to see what a Scottish “mannschaft” is all about.

(Click to watch the full video here: https://youtu.be/H4JEFd5CZlQ?si=vgdIKdEFSeZH5hFn) 

Adidas “You Got This” by TBWA\London and TBWA\Neboko

With this “You Got This” campaign, Adidas is shining a light on the pressures elite players face when all eyes are on them. Researches show that players are three times more likely to miss a penalty when playing for their national team as opposed to their club.

The advert features Gianluigi Donnarumma, Giovanni Reyna, Ousmane Dembélé, Pedri, Jude Bellingham, and Leo Messi. The German sportswear giant also roped in former England captain David Beckham as the voice to narrate the spot with Queen and David Bowie’s iconic “Under Pressure” playing in the background. 

(Click to watch the full video here: https://youtu.be/u2FLSmVsFs0?si=KlaqQeONHm8RKf-n) 

Paddy Power “Europe’s Favorites” by BBH

Irish firm Paddy Power and Danny Dyer joined forces to celebrate England being hailed as “Europe’s Favorites” to clinch the biggest football tournament of the summer.

Following years of contentious behaviour 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.

(Click to watch the full video here: https://youtu.be/ODXna609TqU?si=Pt3flZrRrhWPmrRN) 

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.

(Click to watch the full video here: https://youtu.be/huotb_bnahA?si=VQCDHrYcrkZ1gvh6) 

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 a fantastical machine, bouncing between Europe’s footballing giants. From Harry Kane, Jude Bellingham, Andy Robertson, and Scott McTominay to Jamal Musiala, Cristiano Ronaldo, and Kevin De Bruyne, the film’s twists and turns are sure to drum up excitement for the tournament.

(Click to watch the full video here: https://youtu.be/ZxyJVS-n6ng?si=lAqTyKsyUpolvfiN) 

Topps “Stickerbook” by JAA

Marking the launch of the Topps UEFA Euro 2024 Match Attax cards and sticker collections, the videos see the “Special One” star in a mockumentary-style office marketing meeting where his team present outlandish ideas to promote the Topps UEFA Euro 2024 collectibles.

This Topps ad featuring José Mourinho promotes 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.

(Click to watch the full video here: https://youtu.be/L99vpZkx2cw?si=LQMxHEoALqDvSifT) 

Sports Direct

For its Euro 2024 ad, Sports Direct has come up with a little derivative of a style of commercial quickly becoming clichéd. 

Fast-paced cuts, an overabundance of action, football boots overlaid with lightning animation, camera angles from the point of view of a ball, a cavalry of footballers running through a Sunday League park—it all just feels very familiar. 

Hisense

The Chinese electronics brand launched a campaign earlier this month to celebrate its sponsorship of the Euros for the third consecutive year.

Titled “Beyond Glory”, the campaign aims to celebrate the brand’s relentless pursuit of excellence, mirroring the dedication of professional footballers aiming to be Euro champions. 

The campaign videos integrate Hisense’s newest products into the match-watching experience, showcasing how a Hisense home environment immerses the viewer into the game.

(Click to watch the full video here: https://youtu.be/d45AVux_wuQ?si=7sgD07JCHh_qb6Cv) 

Coca-Cola

Coca-Cola has a longstanding association with football, but its series of Euro 2024 commercials leave no room for sentiment. They’re based on the overused insight of fan rituals, and not particularly interesting ones at that. 

In the latest advert, a woman crosses her fingers when a penalty is given, before another pair of hands grow from her fingertips and those fingers cross too. It’s a little weird, a little gross, albeit filmed in an elegant way. But the tagline is convoluted, and it ends with a call to action for everyone to join a hashtag.

(Click to watch the full video here: https://youtu.be/13s-jXpyQwk?si=w4bASlZmICePFB0G) 

Snickers “Own Goal” Commercial

The “Snickers Own Goal” campaign features a TV ad designed “to help football fans steer clear of embarrassing ‘own goals’”.

Set in a barbershop, the 20-second spot sees a fan leap up to celebrate a goal on TV, causing the barber to shear off a strip of his hair.

Luka Modric and Bukayo Saka present the fan with a Snickers bar as the perfect quick fix for his mistake. The campaign tagline runs “Own goal? Maybe you just need a Snickers.”

(Click to watch the full ad here: https://youtu.be/1r9jlK2giNM?si=4Xf6MP-Gg0FecRPs) 

BYD Global “Summer Dreams With BYD”

As the official e-mobility partner of Euro 2024, BYD Global launched a social media campaign “Summer Dreams with BYD”, giving users the opportunity to win two tickets to the Euros. 

All one had to do was head down to Stratstone BYD Milton Keynes between February 22 and 27 to test drive a new BYD vehicle to be in with a chance of winning two tickets to UEFA Euro 2024 and £500 spending money. 

(Click to watch the full ad here: https://youtu.be/nEuv32EG6n8?si=U8yS4d4lrX43f_8f)