Umbro has placed the weight of the nation on prominent YouTube musician Brett Domino – tasking him with writing an anthem that will serve as the wind under the wings of the England side at the World Cup.
A five minute video, shot with help from design agency Love, saw Domino (real name Rob J Madin) deconstruct ‘How to Make a Hit Football Anthem’ in a deadpan manner.
There are inherent difficulties in this task. As Umbro is not a World Cup sponsor, and therefore forbidden from mentioning the tournament explicitly in lyrics due to ambush marketing rules, Domino has to lean on some stereotypical football phrases and a pinch of corporate ambiguity to get his sentiment across.
The efforts will be cut up fort Umbro's social channels on #EnglandAnthem.
Adidas has also opted for music-led spots – albeit on a higher budget, and with less humour.
Vote for the work below in The Drum's Creative Works.