Director's Works
Adidas, Hey Jude Greg Hackett
With a background in documentary, Spindle founder Greg is best known for fusing cinematic visuals and authentic performances, often with a technical execution. He has been awarded at British Arrows, Cannes Lions, Ciclope, UKMVAs, Kinsale Sharks, 1.4, YDA, Clios and more.
For English football, Euro ‘24 was more than just another tournament. It was a chance to break a 58-year streak without a major championship. 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 futility. The campaign gave a whole country hope by acknowledging that heartbreak and then teaching English fans how to celebrate Jude’s goals: triumphant stadium choruses of “Hey Jude” by The Beatles. In the process, adidas made its brand synonymous with the hopes and dreams of every English player and fan.
The film was shown during broadcasts in the U.K. of Euro ‘24 games. Using a performance of “Hey Jude” by The Beatles, adidas takes viewers on a journey through 58 years of tournament losses and heartbreak, including somber cameos from players of England teams of the past: Frank Lampard and David Beckham. Period scenes are eventually replaced by the present day, and Jude Bellingham, English scorer and LaLiga MVP, arrives on the scene to “take a sad song, and make it better”. As the film previews the goals that Jude will score during the tournament, the film imagines all of England erupting in cheers of hope, singing joyful choruses of “Hey Jude” in stadiums, neighborhoods, and pubs. The film ends with Jude emerging from the shadows of the past, with encouragement from the adidas tagline: “YOU GOT THIS”.
