Mars is back on TV screens this Sunday with a 60 second TV advert to muster up support for the England team ahead of Euro 2016.
The new creative, which stars footballers Harry Kane, Jamie Vardy and Danny Welbeck, will air for at least six weeks as part of the firm’s £5m Believe campaign.
The ad sees hordes of quintessentially British football fans - complete with John Motson lookalikes, a pack of corgis, and knights in shining armour - crossing the English Channel to get to France and cheer on England’s national team.
The Believe campaign will also run across cinema, radio and digital in the build up to, and throughout, the biggest football competition of the year.
In addition, Mars is calling on the public to submit ‘singing selfies’ – filming themselves as they sing the lyrics to an England song and sharing this online using the campaign hashtag #Believe.
Highlighting to the fans the impact their support can have on the players, footballers Harry Kane and Jamie Vardy Kane will also feature in a series of three short clips which will be seeded out via Twitter and drive home the call to action.
Building the online momentum further, the call for singing selfies will also be supported by influencers from digital football channel Ball Street, who will post their own renditions on the site’s YouTube channels, while a partnership with Talksport will encourage listeners to submit their singing selfies.
The campaign for singing selfies will culminate on the same day as England’s first game of the Euro 2016 tournament – 11 June – when Mars will release a film featuring all of the selfies amalgamated together as a message of support to the players.
Mars brand manager Greg Kent, says: “International football tournaments ignite the passion of England fans like no other sporting event. Up to 20 million people are set to watch each match at Euro 2016 with a potential audience of 15.3 million UK football fans predicted to be on Twitter at any one time during a game.
“As we all know, the twelfth man can make all the difference in football, and through our multi-channelled campaign we hope we can give the England football team the extra edge they need to go all the way in France!”
Having sponsored the FA since 2009, Mars claims to be the FMCG brand most associated with football and the England team.