Kick Off Euro 2024 with This Creative Roundup

2024 is gearing up to be a summer of sport, kicking off with UEFA’s Euro 2024. With a spirited Scotland set to face off against the hosts, the mighty Germany in the first match, what better way to set the scene than a celebration of fantastic football creativity?

In the run up to the tournament, all sorts of brands have been getting in on the action. Of course there’s the big German players like adidas, Lidl and Telekom as well as the global soccer supporters like Coca-Cola. One of the major categories to step up is, unsurprisingly, bookmakers, who largely go for laughs, from official sponsor Betano, who put life on pause for the tournament, to a swaggeringly silly Paddy Power ad starring British geezer Danny Dyer. France’s Betclic gets a bit warmer and fuzzier with a campaign that’s all about welcoming French supporters into a big cosy cuddle. 

In fact, humour is a big theme for this year’s clutch of ads, with adidas taking a self-deprecating, tongue-in-cheek look at German stereotypes with their launch film for the team shirt from Jung von Matt. Coca-Cola pokes fun at fans’ silly rituals with #TheRitualCup, featuring a hypnotically fractal crossed finger. But for our money, it’s Scotland’s Irn-Bru that takes the comedy championship with its trio of spots showcasing the unusual outbreak of optimism among the Tartan Army.

It’s not all played for laughs, though. Adidas’ global campaign from Johannes Leonardo takes a beat to soak in the emotion of the tournament with a surprisingly tender film set to the strains of Hey Jude. And the British Heart Foundation is guaranteed to stop you in your tracks with its striking outdoor campaign that honours young fans who tragically lost their lives to heart disease. The street art, which is popping up around the UK features portraits of young fans, emblazoned with the striking copy ‘England ‘Til I Died’ and ‘Scotland ‘Til I Died’.

For all of these and more check out this collection rounding up our favourite campaigns from this tournament.