adidas : Hey Jude - The Clios

Shortlist Award

Hey Jude

adidas

United Kingdom

2025

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Entrant Company

Johannes Leonardo

Entry Type

Product/Service

Program

Clio Awards 2025

Medium Type

Professional

Medium

Social Media

Category

Social Post

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. His first major tournament for his country was a moment we couldn’t miss. We ran a spot that took viewers on a journey through 58 years of tournament losses and heartbreak. 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”. 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. And as it happens life imitated art: with England down against Slovakia in the round of 16 game in the dying minutes of the game, there was one man who saved England from possibly the most humiliating exit of the team’s history, by scoring an amazing overhead kick from a corner. Soon after the game, building on our equity with the player, we launched a simple post- Jude’s adidas boots and the adidas ball of the tournament cropped out with the adidas logo upside down. Without having to show the team jersey, we perfectly captured a historic moment of the tournament and delivered on the excitement fans were feeling.

All 2025 Winners

Credits

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