The Euros are virtually here, and acting as a herald of the incoming action on the pitch, the brand ads are dropping, and the latest from Adidas draws on the Three Stripe brand power in a new film about the nation showing their support for Jude Bellingham with a simple, powerful message: ‘Hey Jude, You Got This’.
One of the best things about any international tournament are the ad campaigns that go along with it, and adidas follow up their wider brand campaign from back in May with a more focussed piece that puts the spotlight on England and specifically Jude Bellingham. To do this, they’ve gone big on their star power, with David Beckham, Frank Lampard, Ian Wright, Laura Woods and Stormzy all featuring in the film directed by Gregg Hackett and overlaid by the Beatles iconic song, ‘Hey Jude’. Of course, Bellingham takes a central role as the film shows the current generation of England talent embracing fan support and overcoming the pressures of past disappointments.
The film will debut during the opening match of the tournament between Germany and Scotland on Friday night. It's the latest chapter of adidas’ global brand campaign, which hopes to motivate next-gen athletes to also overcome pressure and fuel their love of the beautiful game. Through this film, adidas’ ambition is to highlight how athletes of all levels feel pressure but reminds them to reframe the feeling and focus on the positive rallying cry ‘You Got This’.
Steve Marks Senior Director of Brand Communications said, "The film captures the hearts and minds of a nation obsessed with football. Sport has the power to rally people together and be optimistic going into the tournament. With this film we wanted to inspire athletes and fans alike to follow the example of Jude and his fellow players, to overcome the pressure and further fuel their love of the beautiful game."
Speaking about the campaign, Film Director Greg Hackett said: “My earliest football memory is watching Euro 96 with my dad. Since then, I've watched every tournament, and there's a lot of emotion when I think of what it means to be an England fan. We wanted to channel that in this film, showing that with Jude and the rest of this brilliant young England team, there is something to be hopeful for, something to be proud of.”
England get their Euro 24 campaign underway this Sunday, 16 June, at 8pm BST against Serbia. As if you didn't already know...
