Adidas Goes Sentimental: Spotlighting Football Heartbreak & Hope: Adidas’s ode to 20-year-old England midfielder Jude Bellingham in its Hey Jude video ad (more than 819,000 views since its June 13 release) captures the emotional highs and lows of England supporters.
Soundtracked by The Beatles’ song of the same name – which fans often serenade Bellingham with – it revisits previous Euros heartbreaks via grainy footage and disheartened commentary – from now-manager Gareth Southgate’s 1996 semi-finals’ penalty to early-stage Euros exits – before a hopeful tone shift foresees fans celebrating an English victory.
The clip concludes with a shot of Bellingham and the tagline “you got this” – a continuation of the namesake Adidas ad focusing on how athletes deal with extreme pressure (see Brands Breaking Barriers with Sport).