ITV’s Euro 2012 trailer “It’s good to dream” – best football ad this year.

Video

As the Europe and football fans everywhere look towards another Euro 2012, there is a flurry of advertising activity from the likes of adidas, Carlsberg etc.

But of all the choices, I think that the ITV effort gets top marks.

For a TV promo. it is pretty good. And if we were talking about an agency, we might even say there’s a good insight on the beleaguered English fan thinking (dreaming) of what might have been.

Above all it is entertaining and gives you a positive feeling about ITV and perhaps a stronger inclination to watch the channel where you have a choice.

Some great little insights that show what might have been. I particularly like the Gazza (Paul Gascoigne) monument in place of the “Angel of the North” and the Kevin Keegan references (bias of a Newcastle United fan) and if only Maradonna had been sent off!

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Puma – HardChorus – (2010). Brilliant.

Cliched football ads are hard to avoid.

Puma remain an exception to the Big Brand rule. They have a tone of voice that works, is relevant, interesting and motivating and supports their unique point of difference.

This ad is topical and oozes insight. It is already an on-line hit with the fans.

It is also useful – ref their website: http://www.pumahardchorus.com/

As the site says:

They want to be in your arms.You want to be in the stands. What do you do when Valentines Day falls on game day? Dedicate and send this song at www.pumahardchorus.com
Beats the italian version hands down: Puma Italian HardChorus – Ti Amo
Well worth a few credits:

Agency: Droga 5, New York
Creative Chairman: David Droga ECD: Ted Royer
Creatives: Petter Hernmarck, Erik Hogfeldt
Agency Producer: Dana May
Director: Ben Gregor
Producer: Ben Mann
Production Manager: Hannah May
DOP: John Lynch
Post House & Producer: The Mill
Edit House/ Editor: The Whitehouse / Alaster Jordan
Sound House/ Engineer: Envy
Music: Savage Garden “Truly Madly Deeply”