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The latest ad campaign from The Sun, developed by News UK’s dedicated agency Pulse Creative (a joint-venture between The&Partnership, m/SIX and Wunderman Thompson) taps into the pent-up excitement around the delayed Euro 2020 tournament, and shows the power of football to bring people together. 

The integrated campaign, which will run from June 6th to July 11th across TV, VOD, Radio, Digital Video, Display and Social. The first TV ad aired during last night's (Sunday) friendly with Romania, and will continue throughout the tournament, with a suite of creative written to respond to each stage of the tournament. 

With every execution featuring the same family, and carrying the line “Eur All Invited”, the sentiment of the campaign is inclusiveness, togetherness and the insight that tournament football gets everyone excited, not just the serious diehard football fans.

Hero 60” and 30” executions launch the idea, while 20” ads will focus on different areas of The Sun’s product offering - Goals Pullouts which will be in the paper every day throughout the tournament, and Live Blogs which will feature minute-by-minute coverage of every match as well as all the big stories around the games. 

To drive further engagement with The Sun’s Euros coverage, a dedicated stream of TV, radio and digital activity will feature star columnist Jose Mourinho as he promotes his column, of which he is producing nine through the tournament.  

David Sandall, Marketing Director, The Sun said: “The campaign is a heartfelt ode to football and families. By celebrating all the ways people can get involved, we want everyone to see that no-one does football like The Sun.”

Media was planned and bought by Pulse Media through m/SIX, and the campaign was produced by UNLTD, and edited by the Assembly Rooms. Post production was managed by Creative Arts, and sound was mixed by Jungle Studios.