TikTok Captures the Skills, Thrills, Joy and Pain of UEFA EURO 2020 in Rebooted Spot

It's official. This has been THE BEST EUROs ever. More goals, more shoot-outs, more misses and more surprises than any other tournament. England even knocked out Germany.

And every single moment has been captured again and again by fans eager to relive and share in the spectacle.

To capture this fever-pitch excitement in the run-up to the final, TikTok and Dark Horses have rebooted their ‘Where Fans Play’ ad for TikTok (which saw classic EUROs moments from the past overlaid with user-generated TikTok content) with highlights from this year’s tournament. These include Ronaldo celebrating, post-match team talks with Gareth Bale and new UGC such as videos from fans supporting the game from their own back gardens while others celebrating goals jumping in a pool or commiserating from their sofas. 

The work demonstrates TikTok’s ability to be reactive and move at the speed of culture, changing the creative as a tournament twists and turns. TikTok prides itself on its speedy ability to post, react and adapt, having recently changed its LED boards in support of Pride in the middle of the tournament and will be doing so for the final. 

The campaign launches on TV across Europe on July 9th, two days before the Final between Italy and England on Sunday 11th. 

James Rothwell, head of marketing, EMEA, from TikTok said: “This has been one of the most scintillating EUROs ever, and fan interaction has never been more all-encompassing. We want to show those fans and our TikTok community that we have been right there with them, every step, kick, near miss, penalty and goal along the way.”

Caroline McCulloch, business director from Dark Horses said: “Capturing those moments of ecstasy, heart-break, relief, skill and even 56-yard-lobs as they happen and sharing them is at the heart of TikTok, so it’s an absolute no brainer to show the brand lives and breathes with its platform and put out a new ad doing just that.”

OKAY STUDIO provided post production, with grade by Ruth Wardell and flame by Bevis Jones.