ITV "Euro 2020: The good times start here" by ITV Creative

ITV Creative launches the broadcaster's Euro 2020 campaign with a TV ad starring former England football star and current pundit Ian Wright.

The 40-second spot for ITV’s coverage of the tournament starts in black and white focusing on the former striker, who, like all football fans, has waited a year for a phone message to reveal Euro 2020 is finally here – 12 months after it was originally meant to take place following its postponement as a result of Covid.

On hearing the exciting news Wright's eyes pop out in animated excitement. The monochrome screen is filled with colour as a vivid dragon and pair of lions – representing England, Scotland and Wales – escape from his smartphone. The action then takes us on an aerial journey to share in the excitement of fans from the three home nations competing. The TV ad finishes with a shot of an excited Wright and the tagline: "The good times start here."  

The campaign launched last week (28 May), and features activations across out of home, digital and social. The spot was created by Tony Pipes and Rachel King, and directed by Claire Norowzian. The animation is by Grizzle, directed by Tom Carpenter.


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