Grey London’s Do us Proud, for The Sun newspaper, targets honest to goodness football fans with a rousing anthem and a twist on the karaoke bouncing ball – using a real ball and words written on the t-shirt backs of 74 footballers. The theme is that win, lose or draw, the UK just wants its boys to go out there and play their hearts out.

Dave Monk, deputy executive creative director at Grey London, explained, “The World Cup isn’t just about winning, this time it’s about representing a nation, leaving nothing in the tank, playing with heart, and the fans singing from theirs. That’s what The Sun campaign and the TV spot are all about. Finding ‘The Seekers’ ‘I’ll Never Find Another You’ – a big hit in 1966 – was the genius of our creative team Rob Greaves & Sam Daly. The lyrics and the spirit of the tune was spot on, and Dexters’ demo blew us away – they managed to make an old folk song bang up to date and relevant again. Top fellas. Top band.”

The track playing in the ad is available to stream on Soundcloud, and 200,000 free copies have also been made available to download.

Nick Stringer, director of marketing communications at News UK, commented, “We believe this campaign is in tune with the mood of the nation as we approach the start of the World Cup – it’s full of optimism, but measured and realistic which comes through in the lyrics in song. Ed Morris and Grey London have perfectly captured this in what is an honest, real and engaging spot for The Sun, the paper that football fans love for behaving like a fan itself.”

The TVC went to air during England’s Wembley friendly versus Peru on May 30.
The campaign also includes video-on-demand, press and digital out-of-home executions plus a social activation campaign from Grey’s The Social Partners.

Creative credits:
Agency: Grey London
Deputy executive creative director: Dave Monk
Creative team: Rob Greaves & Sam Daly
Agency producer: Kat Maidment

Production company:Rattling Stick
Director: Ed Morris
Editor: Sacha Szwarc @ Speade
Producer: Chris Harrison
DOP: Luke Palmer
Post-production (grade): Finish
VFX: Nineteen Twenty Post
Audio post-production: Parv Thind @ Wave Studios