Vauxhall 'supports nation' with England football TV ad

Vauxhall: 'support a nation' campaign
Vauxhall: 'support a nation' campaign

Vauxhall has unveiled its first marketing campaign to promote its sponsorship of the England football team, claiming it is "supporting a nation" with the deal.

The ad campaign by McCann Erickson Birmingham plays on the moments before the start of the game when the team stands in line to sing the national anthem.

In the TV clip, fans are filmed walking through the streets and fields to line up together in support of their national team. The film also features a Vauxhall factory, where workers take a break from manufacturing to join the line, which culminates at Wembley Stadium with both the England women's and men's teams.

The ad ends with the tagline "We're not supporting a team. We're supporting a nation". The soundtrack features the forthcoming single 'What a Life', by former Oasis star Noel Gallagher.

The "supporting a nation" ad will be aired on Sky Sports 1 at 7pm today (2 September), before England's European Championships qualifying match against Bulgaria.

Print ads running today will also feature a shot from the TV ad, and a QR code for consumers who wish to see the full 90-second edit.

Richard Hughes, head of marketing communications at Vauxhall, said the ad aimed to promote both the brand's sponsorship and as its British credentials.

He said: "It is about the emotional connection to the brand, that Vauxhall is supporting the team together with you. The players can also be remote, so we wanted to bring them together with the fans."

Vauxhall announced its £25m, four-year sponsorship of the England, Scotland, Wales and Northern Ireland national teams in January. The General Motors-owned car marque subsequently hired media agency Carat to manage its sponsorship strategy.

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