One is a beautifully constructed tale of despair and hope, starring England’s latest man of destiny, with cameos from David Beckham, Frank Lampard, Stormzy and Ian Wright, and its soundtrack is one of the most recognisable songs in the world, sung by an iconic musician.
Filmed in multiple locations and combined with instantly recognisable archive footage, it has been universally praised by industry experts and should win plenty of advertising awards, even if Jude Bellingham, its star, and his England team-mates at this summer’s European Championship do not.
The other was shot in a studio in Manchester and features no dialogue, a non-specific setting, some bland music and Jack Grealish, who failed to make England’s squad for Euro 2024 after a lacklustre 2023-24 season for Manchester City.
It has been widely ridiculed on social media and in national news outlets.
But be honest, how many of you have seen or read about Adidas’ “Hey Jude” campaign? And, if you have, how many of you will definitely choose that brand next time you are shopping for a tracksuit?
Now ask yourself if you have seen or heard about Grealish’s BBQ work for Hellmann’s mayonnaise?
OK, this might not work for our readers outside the UK, particularly those of you who live west of the United States’ Rocky Mountains, where Hellmann’s sauces are sold under a different name but the same branding (yes, I have only just discovered this while researching this piece).
But if we are measuring the success of these adverts in terms of impact in their home markets, it is Germany 5 Scotland 1 territory and Jack Grill-ish, or maybe G-relish, is doing the cooking.
Jack Grealish had a frustrating season at City (Alex Livesey/Getty Images)
For example, the contrasting nature of the two campaigns was discussed by Richard Osman this week in his podcast, The Rest Is Entertainment, which the author and comedian co-hosts with journalist Marina Hyde. He mentioned Hellmann’s mayonnaise but forgot to say which brand Bellingham was advertising.
That is the problem with these mini-epics for global sports brands; we instantly recognise the genre but forget the trainers.
“Grealish not making the team isn’t a big issue for Hellmann’s,” explains Tim Crow, former head of international sports marketing agency Synergy.
“Hellmann’s is a European-wide sponsor, not just England, and this campaign has been going for weeks, so most of the media budget will be already spent. They’ve had their value out of Grealish.
“Plus, for the ‘big eventers’ who Hellmann’s is targeting, his selection or non-selection is unlikely to alter their purchase behaviour.”
Crow’s point about this campaign being bigger than Grealish is a good one, as Hellmann’s is one of dozens of brands owned by Unilever. The British-based multinational signed a sponsorship with UEFA, European football’s governing body, at the end of last year, allowing it to use the Euro 2024 logo to flog its deodorants, sauces and soaps all over Europe.
The Hellmann’s campaign, which is based on the simple premise that Europeans like barbecued food and big football tournaments played in their summers, often at the same time, has country-specific versions, featuring Italy’s Federico Chiesa and Germany’s Joshua Kimmich, both of whom did make their national squads for the finals, and former Czech Republic goalkeeper Petr Cech and ex-Spain striker David Villa.
Very similar adverts to the one featuring Grealish, a hamburger and some BBQ tongs were shot with the aforementioned quartet in studios in Munich and Turin three months ago.
And while the basic advert is unlikely to win any advertising-industry Oscars, Hellmann’s has been pumping out plenty of additional content, including a ‘Grilling Grealish’ Q&A with UK sports presenter Laura Woods, in which he reveals his dream guests for a summer BBQ would be England legend Paul Gascoigne, former Aston Villa team-mate John McGinn (in Scotland’s squad at these Euros), current City team-mate Kyle Walker (a senior member of England’s squad) and French great Zinedine Zidane. Presumably, he would only invite Albert Einstein, Helen of Troy and Napoleon to a proper dinner party.
Woods, by the way, makes a fleeting appearance in the “Hey Jude” advert, too (and is also one of the hosts of ITV’s coverage of the tournament on British free-to-air television), so perhaps she is the real, must-have billboard of the British summer.
Hellmann’s declined to comment for this piece, but did so politely and without exuding “we’re gutted” vibes. In fact, the company seemed pretty happy that lots of us Brits are talking about a condiment made from egg yolk, oil and water. Job done.
It should also be noted that advertisers backing the wrong horses is hardly new or unusual.
British consumers are currently being sold Google Pixel phones by Marcus Rashford, supermarket chain Marks & Spencer’s various wares by Ben Chilwell and EE mobile phone and broadband packages by Harry Maguire, none of whom joined Bellingham on England’s plane to the finals in Germany.
“It is bad luck,” says AJ Abraham, co-founder of PLUS, a sports and entertainment consultancy based in Manchester. “Whatever is said and done, these guys still have big profiles and massive reach — that is why the brands chose them.
“Brands can always make some changes to campaigns but the costs involved prohibit them from pushing the boat out. These campaigns would have been locked out months in advance (of the tournament starting last week), with planning, delivery and then media buys.”
Marcus Rashford, another branding star who didn’t make England’s squad (Mike Egerton/PA Images via Getty Images)
Ricardo Fort, former head of global sponsorships at Coca-Cola and Visa, agrees.
“I’ve seen this many times, and I have been a victim of guesswork,” says Fort.
“Perhaps the best example of the risks you have to take is the Panini album before every World Cup. They must select and negotiate with the players months before the team is selected, so there are always a few players in the album who do not make the event.”
Footballstickershop.com is selling Chilwell stickers from the unofficial Euro 2024 album Panini has produced with Marks & Spencer for just 25p (32 cents).
And the official Euro 2024 album, made by Panini’s rival Topps, has Leicester City’s Luke Thomas in its England squad, despite him not playing once for his parent club last season in the second-tier Championship and also failing to make much of a mark on loan at Sheffield United of the Premier League and then Middlesbrough in the Championship. Topps went for Thomas because Panini had the image rights for all the other left-backs on coach Gareth Southgate’s (very) long list.
Nigel Currie, former chairman of the European Sponsorship Association, is another who makes the “there but for the grace of God go we” point when it comes to choosing the stars of your ad campaigns, but does wonder if Hellmann’s and Google should perhaps have been paying better attention to the seasons Grealish and Manchester United’s Rashford were having for their clubs, particularly now that England have a few options to choose from to be the face of them.
“They are clearly pressing ahead with the campaigns, though, hoping that the players’ profiles and the buzz from the Euros will create the traction they want,” says Currie.
“But I suspect there will be some muted disappointment from the agencies and brands involved. The dream scenario is having the player who scores a wondergoal or the winner for England promoting your product.”
What he and all the other experts agree on is how cool it would be if Grealish and Hellmann’s could get the band back together for a second album, so to speak.
“If I was the brand, I would pay these guys extra — if the players are up for it — to make even more great content and celebrate the England team as a fan,” Abraham says.
Rory McEntee, marketing director for British fitness company Gymbox, has posted on LinkedIn urging people to “say a prayer for the (Hellmann’s/Grealish) partnership” and adding “let’s use (LinkedIn) for good and throw them a few ideas to get through this”.
He suggested sending Grealish out to Germany to barbecue bratwurst with fans before an England game, while Australian-based brand director Anthony Smith pitched “Condiment Continent”, a campaign based on Grealish visiting the countries England play in the tournament and sampling their sauces.
As mentioned, Hellmann’s did not want to get involved in such banter. But I can’t help thinking it has something on the back burner.
(Top photo: Richard Sellers/Sportsphoto/Allstar via Getty Images; design: Eamonn Dalton)
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