Eye on the ball: the best Euro ads
As our boys in white gear up for the semi-finals this evening, we’re holding our nerve by cranking up The Lightening Seeds, chilling the beers and reflecting on the best ads of this year’s UEFA Euro 2020.
The play-on-worders. Putting the pun in punters, let’s kick things off with some clever wordplay. This year, a number of food brands have pulled out some cracking taglines to get us all in the mood for a match (and a bite) as, let’s face it, takeaways and football really do go boot-in-boot…
Subway - #TimeForASub
Whilst we all play Football Manager, Subway have centred a Euro-themed TV ad around their bread and butter: the sub. When one unlucky friend brings in a disappointing pizza, he gets taken off and replaced by the saint who has the Subway bundle meal in hand. A great light-hearted approach and a reminder of how good it feels to be together again.
McDonalds - You know how to get through a quarter
Effortless and stripped-back, it’s a classic McDonalds ad that lets the burger do the talking. This was spotted on social media ahead of last Saturday night’s unforgettable 4-0 performance against Ukraine. No big budget, no bells or whistles - just a perfectly timed one-liner.
Deliveroo - England ‘till we dine
The tournament sponsor and delivery giants Deliveroo pulled a winner out of the bag here. Playing on “England till we die”, the ad advocates that though we might be die-hard local supporters at our core, when match day arrives we want to eat our food from other cultures – celebrating the diverse range of cuisines on offer. The ad features a brilliantly catchy rhyming chant voiced by the comedian and TV presenter Karl Pilkington and a few of our starting XI. It’s football down to a T.
The reactors
Quick off-the-whistle and coming up around the outside are those brands that have ticked the impromptu box with fast reactions to the events that got people talking.
IKEA - Cristiano
We couldn’t put together a top-picks of this year’s Euros without acknowledging that Coca-Cola moment. When Cristiano Ronaldo moved aside two Coca-Cola bottles at a press conference saying “Agua” (water in Portuguese), it sent the world into a product-placement frenzy and took the drinks brand along for the ride. While everyone was talking, IKEA were busy renaming their reusable KORKEN glass water bottle. Sharing on Twitter and Instagram, the product description for CRISTIANO noted “for water only”, with the footballer (the most followed individual on Instagram), tagged in the caption. Genius.
easyJet - Lingard
Closer to home, easyJet also centred an ad around a Euros talking point. When Manchester United’s Jesse Lingard didn’t cut it on Southgate’s starting team, the airline saw an opportunity for a clever press ad. Amidst an uncertain time for the travel industry, it’s a clever move from easyJet and a great way to increase brand affiliation amongst those invested in the beautiful game.
The opportunists
A once in an every four (or five) year event like the Euros also presents opportunities for brands to create new initiatives and offers for a limited time only - letting goals scored and matches won determine the outcome of marketing decisions.
Newmarket - Discount before they’re out
Another travel brand showing us that it’s not all over is Newmarket. As European teams fly around the continent for matches, the escorted tour operator decided to create an offer whereby eager travellers could get a 10% discount on their chosen destination before they got knocked out of the competition. It’s an effective and engaging incentive that does a great job of combining travel and the tournament.
Paddy Power - #SaveOurGames
The Irish bookmakers have found a way for Irish football fans to support England this year. Yes, you heard that right - as part of their #SaveOurGames campaign, they agreed that with every goal that England scores in the Euros, Paddy Power will give £10,000 to Irish football teams in need of financial support. A great brand move and encouragement to get behind the boys.
The man-of-the-match
We weren’t going to get through our favourite ads without saying ‘it’s coming home’ now, were we?
Specsavers - It’s coming home
Our man-of-the-match this year is Specsavers. Sometimes less is more and sometimes letters lessening in size is all it takes to deem an optician’s billboard ad as genius. Tapping into a nation’s optimism, perhaps when they need it the most, this expertly timed ad is simply reading back to people the words they are already singing.
So that’s full time on our top picks; how do yours compare? Football might not be everyone’s forte but having an eye on the ball is definitely ours. Come on England!
Eloise Pates
Contributor
