Hey Jude | Strategy Safari
After almost 5 years working on the Swoosh, it pains me to shout out the Three Stripes, but credit where credit is due: Adidas have released a banger of a brand voice film ahead of the 2024 European Championships.
This spot gave me goosebumps and the creative was executed superbly.
I especially love the creative restraint on display here. We hear his name throughout the spot, but barely see the man until the very end.
The director and creative team let him play his proper part in the story.
It’s a perfect blend of strategic intent and creative execution.
It’s rooted in a tension, maybe **THE** tension, felt universally by all England fans. The painful, open wound that unites the most hardcore believers and casual tournament followers.
It uses a star-studded roster to lean into — not distract from — that tension.
Its backed by an iconic track that fits the cathartic transition from despair to hope perfectly.
It heroes a once-in-a-generation talent that could genuinely be the difference in the tournament, the glimmer of hope every fan will look to for
As Rob Campbell pointed out, it captures the best of what makes Nike advertising feel like Nike, despite coming from their most bitter rival.
As an advertising practitioner and an acolyte of Nike, it’s very hard for me to know how the average consumer feels about this campaign. But the similarity with Nike tone and approach makes me think that a big strategic imperative and KPI for this campaign will be brand fluency and recall.
In other words, do people remember this was an ad done by Adidas?
If they can nail that with this campaign, through an effective media strategy and the help of other collateral, I am sure they can do it. No doubt, this approach will have to continue in the mid- to long-term if they are going to beat Nike at their own game.
It’s a refreshing turn from the Three Stripes, especially in the way they are using their talented roster in a more authentic way that serves the creative idea.
Time to break it down.
🎯 Challenge:
After a run of tough years, Adidas need to reestablish themselves in the football category — their brand’s heartland — with English consumers.
💡Insight:
Going into the Euros, like every tournament since 1966, the rawest wound in the world of the England fan is a lack of glory. But more than that, it’s the feeling of wasted opportunity: “How did that squad not do better?”
This year, England have Jude Bellingham, a talismanic player worthy of our hope.
🚀 Solution:
Show that, after (and despite!) years of disappointment, England fans have a genuine reason to hope at Euro 2024.
Come on England 🏴!
