For English football, Euro ‘24 was more than just another tournament. It was a chance to break a 58-year streak without a major trophy. adidas wanted to show its support: not only for its star, LaLiga MVP Jude Bellingham, but for a country of fans that had suffered decades of heartbreak. But it wasn’t just the song’s enduring popularity or the lyrics match with Jude Bellingham that made it perfect for the moment. The verses, urging Jude to “take a sad song and make it better” captured the hopes that every fan had for Jude during the tournament – to undo 58 years of heartbreak. The spot launches with a story 66 years in the making—a story of the trophy eluding a nation. Then, anticipation as Jude enters the picture. Landing the message the whole country is currently behind: Hey Jude, you got this.