Cantona provokes Great Britain in ITV's ad for Euro 2016

In case you haven’t heard, there’s going to be a lot of sport happening in France this summer and for those whose enthusiasm for the events is waning ITV has recruited French favourite Eric Cantona to instil some passion and rivalry for the upcoming events.

In classic Cantona fashion, the Frenchman promises a “magnifique summer of sport” at Roland-Garros, Uefa Euro 2016 and the Tour de France.

The former Manchester United hero also fuels the rivalry between the UK and France when he addresses Great Britain and encourages the nation to put down their cucumber sandwiches and embrace France.

Awash in red, blue and white lighting Cantona says: “When you embrace France, you embrace life.”

The ad promotes ITV's coverage of the of French Open at Roland-Garros, which began last week and runs until 5 June, as well as Euro 2016 and the Tour de France. The ad was directed by Nadav Kander ​ and created by ITV Creative.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.