Creative Creative Works

All the best Euro 2024 ads from Adidas, Paddy Power, Irn-Bru and more


By Amy Houston, Senior Reporter

June 13, 2024 | 9 min read

With the Euros kicking off on June 14 in Germany, brands worldwide are gearing up for one of the most highly anticipated sporting events of the year. Our rolling blog will help you keep up with all the unmissable ads.


The British Heart Foundation's mural ad

The Euros are coming, and so are the ads. Approaches range from Adidas enlisting David Beckham to narrate a spot about the pressures that players feel during these headline-making matches to Paddy Power plumping for Danny Dyer to highlight Europeans’ perspectives on England’s perceived modesty, cultural adaptability and style.

And there’s lots more where they came from. We’ll be keeping this blog up-to-date as new ads land, but here are some of the best brand efforts so far.

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WeRoad ‘Holiday Squad’ by WeRoad


Last Friday, England's manager Gareth Southgate announced the squad he’ll be taking to Germany for the European Championship. Jack Grealish and James Maddison were notably missing from the team, both are some of the country's most well-known players.

They’re both also well-known for their holidays in Ibiza together.

So while they might not be heading to Germany with Southgate’s team, there’s one other squad they might like to join. A squad where they can travel the world, meet some new friends, and, of course, party.

WeRoad is inviting Grealish and Maddison to join its squad.

Tennent’s ‘Get to Germany’ by Studio Something

Comedian Iain Stirling narrates this series from Tennent’s that sees Scottish football fans race to Germany, with the person landing in the country first winning some big prizes.

The journey of a lifetime will see supporters of the Scotland national team travel across Europe, completing challenges and checking off some iconic Scottish football destinations on the way, with a little help from some stars of the game.

Specsavers ‘Should’ve Translations’ by Revolt

Specsavers OOH ad

Specsavers has launched its Euros activity with ‘Should’ve Translations’. The campaign aims to help fans of all nations prepare for the tournament by translating its famous slogan ‘Should’ve gone to Specsavers’ into the languages of all the countries taking part.

The tongue-in-cheek print ads show just how ingrained the brand’s slogan is in everyday vocabulary, but this time with an international feel.

Budweiser ‘Blessed By Sir Geoff Hurst’ by Revolt

Budweiser has teamed up with Geoff Hurst to bless its beer with the victorious spirit of England’s 1966 team, aiming to inspire the Three Lions to achieve greatness at Euro 2024.

Budweiser’s iconic can has been revamped to commemorate this significant partnership, featuring the words “Let’s bring it Home,” the Three Lions crest and a blessing from Hurst along with his signature. More than 12m cans will be produced for fans to enjoy throughout the tournament.

British Heart Foundation ‘Til I Died’ by Saatchi & Saatchi


The British Heart Foundation has launched a striking new campaign commemorating the lives of 12 young football fans whose lives were tragically ended by heart disease.

The poignant work, titled ‘Til I Died,’ is built on the insight that many of us are largely unaware of the devastating effect heart disease has on young people. The murals serve as both a memorial and a powerful visual statement, emphasizing the urgent need for greater awareness and research funding to combat heart disease among youth.

Irn-Bru ‘Doctor’s’ by Leith

In this ad, a patient asks her doctor, played by comedy legend Sanjeev Kohli, for advice. She describes the peculiar symptoms, such as weird facial movements and her arms flying into the air.

The doctor’s mood perks up as he recognizes the symptoms of optimism. Prescribing two tickets to see Scotland in Germany washed down with Irn-Bru, the pair become giddy with excitement.

Irn-Bru ‘Mannschaft’ by Leith

Mannschaft is German for football team, but in this ad, a Scottish kilt-wearing football fan tells Germany that they are about to see what a Scottish mannschaft is all about.

Adidas ‘You Got This’ by TBWA\London and TBWA\Neboko

Adidas is shining a light on the pressures elite players face when all eyes are on them at the Euros.

In fact, research shows that players are three times more likely to miss a penalty when playing for their national team as opposed to their club.

The hero spot features Gianluigi Donnarumma, Giovanni Reyna, Ousmane Dembélé, Pedri, Jude Bellingham and Leo Messi. Former England captain David Beckham’s familiar voice narrates the spot as Queen and David Bowie’s iconic Under Pressure track plays in the background.

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Paddy Power ‘Europe’s Favorites’ by BBH

Irish firm Paddy Power and Danny Dyer have joined forces to celebrate England being hailed as ‘Europe’s Favorites’ to clinch the biggest football tournament of the summer.

Following years of contentious behavior abroad and the lingering complexities of Brexit afflicting the nation, the brand has seized the opportunity for a playful nod to England’s unique standing just two weeks ahead of the event.

Bitburger and Serviceplan ‘The Bitte Tour’ by Stink Films Berlin

Directed by Eliot Rausch, this ad is a heartfelt ode to the communal spirit that football fosters. It celebrates the food, traditions, storytelling and shared moments over a Bitburger.

To genuinely capture the raw emotion behind these experiences, Rausch and his production team embarked on a journey across Germany, interviewing and filming real-life fans in their natural habitats, such as pubs, restaurants, workshops, and bustling streets.

BBC ‘More Twists, More Turns’ by BBC Creative

BBC Creative has conjured a vibrant pinball world filled with footballing Easter eggs, capturing the tournament’s unpredictable nature.

Set against the backdrop of Germany’s iconic landmarks, the narrative follows a pinball moving through this fantastical machine, bouncing between Europe’s footballing giants. From Kane, Bellingham, Robertson, and McTominay to Musiala, Ronaldo, and De Bruyne, the film’s twists and turns are sure to drum up excitement for the tournament.

Topps ‘Stickerbook’ by JAA

This Topps ad features football’s iconic ‘Special One’ Jose Mourinho promoting its trading cards. In the spot, the manager shies away from the terrible CGI attempts of the creative team, instead opting to be in the film himself.

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