Euro ‘24 was more than just another tournament for English football. Having lost the final 4 years ago it was a chance to break a 58-year streak without a major championship. adidas wanted to rally the country in support of our sponsored athlete Jude Bellingham, who at age 20 was coming off an MVP season in the Spanish La Liga and has just won the Champions League, a new hope for the Three Lions - a team we weren’t sponsors of. The spot took viewers on a journey through 58 years of tournament losses and heartbreak, including somber cameos from players of England teams of the past: Frank Lampard and David Beckham. Period scenes are eventually replaced by the present day, and Jude Bellingham, arrives on the scene to “take a sad song, and make it better”. As the film previews the goals that Jude will score during the tournament, the film imagines all of England erupting in cheers of hope, singing joyful choruses of The Beatles’ “Hey Jude” in stadiums, neighborhoods, and pubs. The film ends with Jude emerging from the shadows of the past, with encouragement from the adidas tagline: “YOU GOT THIS”. The spot aired during Euro ‘24 games, and it foreshadowed what happened during the tournament: Jude saved the team from early elimination, and also in the sense that Hey Jude did become a fan favorite to sing in bars, fan parks and stadiums. Even the Prime Minister was singing our tune in support of Jude Bellingham and the team. It was universally beloved as 92% of English fans who saw the spot online have later searched for it to review, and we reached a third of the UK population organically. And we didn’t just steal English hearts, we also stole the chatter from the team’s sponsors: our spot generated 16 times more mentions online than Nike.