In response to the growing Euros-fever ahead of this summer’s Championship in Germany, many companies were quick to jump on the bandwagon and create some engaging campaigns to capitalise on the hype. We take a look at three of our favourite Euros-related campaigns.

Paddy Power – ‘England, Everyone’s Favourites’

Unsurprisingly, Paddy Power were right on the money with their ‘England, Everyone’s Favourites’ campaign starring national treasure and professional geezer, Danny Dyer, donning some not-so-flattering underpants in the Mallorca sun.

Known for their tongue-in-cheek humour, Paddy Power gave a playful nod to England being the tournament favourites for the first time, and the reactions of our European opponents. The bookmaker also recruited some other familiar faces for cameo appearances, most notably their favourite footballer Peter Crouch, as well as the ‘four lads in jeans’ who made waves in 2020 for their particularly questionable fashion sense and became subject of plenty of memes in years to come.

All in all, this campaign was a cracking attempt at gearing up the nation for the European Championships, filling us with hope following the bitter disappointment we suffered in the summer of 2020 at the hands (or feet) of the Italians. We can only hope to hear the echoes of ‘It’s Coming Home’ throughout the streets come July 14th.

Watch it here!

AG Barr Group – ‘Optimism Back In Scotland’

Speaking of filling a nation with optimism, Scotland’s AG Barr Group created their new Irn-Bru advert which has done just that. Having qualified for the summer’s Euros with two games in hand, Irn-Bru were quick to fire up the Scots ahead of the group stage, and who better to do so than the beverage company synonymous with their nation?

The ad shows a woman in the doctor’s office who is displaying extreme symptoms of ‘optimism’. What does the doctor prescribe? Two plane tickets to Germany and an Irn-Bru of course, followed by the rather large bellow of “c’mon Scotland!” to send her on her way. This is a brilliant example of how to harness the collective hope of a nation whilst strengthening their relationship with, let’s be honest, their main clients.

Adidas – ‘You Got This’

Adidas opted for a more cinematic approach to one of their Euros adverts, with the focus (not so subtly) on golden-boy Jude Bellingham. To the tune of ‘Hey Jude’ by the Beatles, the ad begins with the sombre recollection of England’s missed opportunities in times gone by as the fans relive the low moments, but, as highlights of Jude Bellingham’s rise to fame occupy the screen, so do the nation’s hope for their team to right their wrongs this summer.

This crescendo culminates with famous faces Frank Lampard, David Beckham, Ian Wright and even rapper Stormzy putting smiles on their faces, with the words ‘You Got This’ filling the frame in the final seconds over Bellingham’s portrait.

Although of a different tone to the light-hearted campaigns already mentioned, you can’t help but feel the potency of this one and it’s sure to light the fire in the bellies of the hordes of English fans venturing to Germany in support of the Three Lions.