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Library/Campaign/adidas: Hey Jude
Grade B23 sourcesHIS-00360

adidas: Hey Jude

Campaign · 2024 · Notable

47Editable slideCertificate

Entrants claimed 593 million earned impressions for adidas' England football film.

Clip · adidas on YouTube
Full adidas reactive creative with an upside-down logo, Bellingham's boot and the Euro match ball.
adidas Football / adidas UK
Hey Jude – Bellingham fronts Adidas’ Euro 2024 campaign to Beatles beat
The Telegraph (syndicated by Yahoo Sports)
adidas | Hey Jude
The One Club; entrant-supplied campaign narrative and results
Adidas' 'Hey Jude' Remake Becomes England's Rallying Cry for the Euros
Adweek
Adidas Campaign Starring England Star Jude Bellingham Tops List Of Most Emotionally Engaging EURO 2024 Ads - Daivid
DAIVID; research vendor reporting its own study
England 2-1 Slovakia (after extra time): Bellingham and Kane earn comeback victory | UEFA EURO 2024
UEFA
adidas Football on Instagram: "write your own script ✍️ 🔁"
adidas Football on Instagram
This brilliant reactive ad from Adidas deserves more attention. Not only was it posted hours after the game, but it overcame a huge sponsorship challenge. Jude Bellingham is sponsored by Adidas and……
Marcos Angelides on LinkedIn
Kicking It Up a Notch: Brand Success Stories from Euro 2024 - Opinium
Opinium; research vendor
Adidas Euros film brings home TV creativity trophy
Thinkbox; award organiser
Tears and Joy for England Fans From Adidas | System1 Group | Adidas
System1; research vendor reporting its own testing
Hey Jude | adidas
adidas on YouTube
adidas Ramp Up Euro Hype With New Film Featuring Beatles Track ‘Hey Jude’ - SoccerBible
SoccerBible
How can brands score at Euro 2024? | shots
shots; Alex Brown, EssenceMediacom
Jude Bellingham portrayal in Adidas advert caused England camp conflict – 'At odds with ethos'
Football365

Spread Score

How it works
Reach48Contagion35Breadth60Velocity73Longevity1547

Numbers

Film earned media impressions, undated entrant claim
593M
Self-reported · London International Awards; entrant-supplied campaign results
Seed to peak
same day
Jun 13 ’24 to Jun 13 ’24
Platforms
6
Started on X
Origin
Mixed
Sports

Mechanics

  • NewsjackingPrimary
  • Identity badge
  • Platform jump
  • Press loop
  • Controversy

How it spread

Trace the origin

adidas released its Bellingham film on June 13 and booked TV placements. LinkedIn discussion followed, and adidas later cropped his Slovakia goal into an upside-down-logo post. The film and reactive image won advertising awards.

Google searchesMay ’24JunJulAugSepDecMar ’25PeakPressXOpen webTVAudioInstagram
PressXOpen webTVAudioInstagram

13 more events on this chart

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Timeline (16)

  1. May 2024

    The Telegraph precursor · May 24 ’24

    The Telegraph reported that adidas had licensed Hey Jude for a yet-to-be-released Bellingham commercial.[1]

    Hey Jude – Bellingham fronts Adidas’ Euro 2024 campaign to Beatles beat
    Open the first post ↗

  2. June 2024

    @adidasfootball seed · Jun 13 ’24

    adidas Football released its Hey Jude film with the caption asking viewers to turn their sound on.[2][3][4]

  3. SoccerBible press · Jun 13 ’24

    SoccerBible covered the film, naming Bellingham, Beckham, Lampard, Wright, Stormzy and Laura Woods.[2]

    adidas Ramp Up Euro Hype With New Film Featuring Beatles Track ‘Hey Jude’ - SoccerBible
Origin
Mixed
Sector
Sports
Region
GB
Film earned media impressions, undated entrant claim
593M
Self-reported · London International Awards; entrant-supplied campaign results
Evidence
Grade B

Spread the same way

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Instagram · 2026

62
Susan Boyle on Instagram: "#ad | Well… it Boyled over 🔥 I couldn’t keep you all waiting – Just One is yours. Two icons back for summer. The @cornettouki track you know and love, reMAXed with the…

4.6B impressions

Apple Three Minutes

YouTube · 2018

58
An iPhone X-shot film about a train attendant’s brief Chinese New Year reunion with her son.

40M views

Cetaphil Game Time Glow

YouTube · 2024

47
#GameTimeGlow 💚 A New Sports Tradition for Dads & Daughters

5.7B impressions

Nicola Coughlan for Skims Soft Lounge

Instagram · 2024

17
Nicola Coughlan wearing a white Soft Lounge slip dress amid flowers in the official campaign.

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Google searchesMay ’24JunJulAugSepDecMar ’25PeakPressXOpen webTVAudioInstagram
PressXOpen webTVAudioInstagram

13 more events on this chart

Join free to see them

  1. May 2024

    The Telegraph precursor · May 24 ’24

    The Telegraph reported that adidas had licensed Hey Jude for a yet-to-be-released Bellingham commercial.[1]

    Hey Jude – Bellingham fronts Adidas’ Euro 2024 campaign to Beatles beat
    Open the first post ↗

  2. June 2024

    @adidasfootball seed · Jun 13 ’24

    adidas Football released its Hey Jude film with the caption asking viewers to turn their sound on.[2][3][4]

  3. SoccerBible press · Jun 13 ’24

    SoccerBible covered the film, naming Bellingham, Beckham, Lampard, Wright, Stormzy and Laura Woods.[2]

    adidas Ramp Up Euro Hype With New Film Featuring Beatles Track ‘Hey Jude’ - SoccerBible

  1. platform jump · Jun 13 ’24

  2. peak · Jun 13 ’24

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Why it worked

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