Is football really coming home for England and Lucozade?

What to make of this? It’s Lucozade and Grey Advertising’s opus for the Women’s World Cup, using the words of Baddiel and Skinner’s ‘(Three Lions) Football’s Coming Home’ anthem from 1986.

Then it was 30 years of hurt (since England won the World Cup – men’s version) with one to come as England were Maradona’d in Mexico.

Here’s Grey’s new version.

Well fair enough, but how many people would relate it to the much jollier original?

And, by the way, there wasn’t a Women’s World Cup in 1966 so how come women’s football is coming home? After X years of “hurt” (a miserable lady appears to make this dubious point.)

Methinks they doth protest too much.

MAA creative scale: 3

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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