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Creative Creative Works Euro 2020

The best football ads ever... as chosen by the industry


By Amy Houston, Senior Reporter

June 29, 2021 | 7 min read

Football fans across Europe have been patiently waiting for the return of Euro 2020, and brands, sponsors and broadcasters have been doing everything to hype up viewers. You can view the best ads from the tournament so far here.


Are these football’s most memorable ads?

To celebrate the beautiful game, we’re rounding up the most memorable football ads of all time, with a little help from The Drum’s Twitter followers.

Carlsberg, Team Talk, Saatchi & Saatchi, 2010

As England prepare to take on Germany this afternoon, we’re looking back at Carlberg’s emotive ‘Team Talk’ by Saatchi & Saatchi, which still gives many England fans ‘goosebumps’ to this day.

Nike, Write The Future, Widen+Kennedy, 2010

In another World Cup 2010 spot, we have Nike’s ‘Write The Future’, which features Didier Drogba, Wayne Rooney, Ronaldinho and Cristiano Ronaldo. The epic three-minute film takes viewers on a dramatic journey highlighting the ripple effect that one goal, or one pass, can have on a nation.

Pepsi, Medieval Fight, CLM & BBDO, 2004

This epic tale features leather-clad football superstars David Beckham, Ronaldinho and Roberto Carlos using their football skills to ward off an invasion on a medieval town and protect the prized Pepsi cans.

Nike, Parklife, Guy Moore and Peter Bracegirdle, 1997

This classic Nike 1997 spot cemented the brand’s credentials in the UK by showing that it understood the grassroots nature of the game. Set to Blur’s iconic 90s anthem Parklife, the ad features Sunday league football players having a kickabout at Hackney Marshes.

Umbro, Pepe’s Got New Boots, Love, 2016

Real Madrid and Portugal star Pepe can’t wait to get his new boots in this humorous spot for Umbro. Also featuring is comedian Alex Carter as a delivery driver who disappoints the footballer again and again with unwanted packages, but finally Pepe gets what he’s been after all along: his new boots.

Carlsberg, Old Lions, Saatchi & Saatchi, 2006

In this iconic 2006 ad, Carlsberg gathered football legends Bobby Charlton, Jackie Charlton, Peter Beardsley, Peter Shilton, Geoff Heart and the late Sir Bobby Robson for the seventh spot in the ‘World According to Carlsberg’ series.

Nike, Secret Tournament, Terry Gilliam, 2002

Set to Elvis Presley’s A Little Less Conversation remix, this classic Nike spot features football legend Eric Cantona as the tournament ‘referee’ and was directed by film director and Monty Python member Terry Gilliam.

Lucozade, Sheer Hell, 1990

“After 90 minutes of sheer hell, you‘re going to get thirsty,” says former England footballer John Barnes in this throwback spot for Lucozade.

Carling, Love Football, 2004

A lot of football fans have fond memories of this iconic Carling ad set in Glasgow. The soundtrack is by Japanese girl band The’s and will be stuck in your head for days.

Got some suggestions of your own? Share them on Twitter.

Creative Creative Works Euro 2020

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