Leicester hero Jamie Vardy is to star in a new multichannel campaign from Mars to support the England football team ahead of next month’s Euro 2016 tournament.
The new #Believe campaign, backed up by on-pack marketing and a £5m-plus media campaign across TV, cinema, radio and digital, will run up to and throughout the competition, with England’s first game on June 11.
Spurs striker Harry Kane and injured Arsenal forward Danny Welbeck also star in the creative, which sees hordes of quintessentially British football fans - complete with John Motson lookalikes, a pack of corgis, and knights in shining armour - crossing the English Channel to get to France and cheer on the national team.
Mars will also call on the public to submit ‘singing selfies’ - filming themselves as they sing the lyrics to an England song and sharing this online using the campaign hashtag #Believe.
“International football tournaments ignite the passion of England fans like no other sporting event,” said Greg Kent, Mars brand manager. “Up to 20 million people are set to watch each match at Euro 2016 with a potential audience of 15.3 million UK football fans predicted to be on Twitter at any one time during a game.
“As we all know, the 12th man can make all the difference in football, and through our multichannelled campaign we hope we can give the England football team the extra edge they need to go all the way in France.”
The ad debuts with a 60-second half-time football spot on Sky Sports 1 on Sunday - the final day of the Premier League.
No comments yet