The Euros 2024 finals are taking place this week and EE, the lead commercial partner of the home nations teams, demonstrates how it aims to emphasise 'proud' in 'proud supporters'.

EE's film ad "Hate. Not in my shirt" by Saatchi & Saatchi calls on the nation to challenge hate in football and make people proud to wear the shirt, while highlighting the behaviour not fit for it. It is set to the soundtrack of Joy Division’s Love Will Tear Us Apart.

Ben Mooge, chief creative officer at Publicis Groupe UK, joins the podcast to take us through how to make ads during huge cultural moments, selecting iconic music and how EE goes beyond the sponsorship.

Further reading:

Adidas borrows the Beatles' Hey Jude to put Bellingham at centre of Euros ad

Paddy Power plays on England's reputation in Danny Dyer-led Euros spot

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