Sing it loud and proud - Eurovision is here! That's right, the world's most popular musical competition returns to our screens this week and will be watched by millions across the globe.
Eurovision last year attracted 183 million viewers across 36 markets. Now in its 66th year, this year's event is being held in Turin, Italy.
So to get ourselves ready for the 2022 spectacle, which culminates in Saturday's final, we've decided to look at our favourite examples of how advertising has played a part in Eurovision history, and why brands shouldn't be afraid to invest in the rising popularity of the song contest.
Now, when you think of Eurovision, your mind may not immediately jump to advertising. Outlandish outfits and bizarre stage performances maybe, but not ads.
That's because in the UK at least, Eurovision is hosted on the BBC, so we don't see adverts during the live show. However, that hasn't stopped some brands.
With so many people around the world tuning in online, there are huge opportunities for brands.
The haircare brand, Schwarzkopf, has sponsored Eurovision several times, using its own website and social channels to explain how their products can be used to recreate iconic looks from the show.
Why Brands Should Care About Eurovision
Now, this may get me in some trouble with our Communications Director, but Eurovision could be an even bigger advertising opportunity for brands than the Super Bowl. Here's why brands should join in the fun and celebrate Eurovision:
- Brands could tap into the enormous social buzz around Eurovision - #Eurovision2022 already has 468.3 views on Tik Tok.
- Eurovision can help brands reaffirm their purpose - The contest attracts individuals from all walks of life and has been a champion for LGBTQ+ visibility since the 1990s.
- Brands could unlock a global stage for their messaging - On their official YouTube channel, they achieved 50.6 million unique viewers from 234 countries.
Whether you're an established fan, or you want to see what all the fuss is about after watching the Will Ferrell movie, there's no denying that so far brands have played it safe, and that's no way to win Eurovision.
Eurovision Inspiring Advertising
At its heart, Eurovision celebrates inclusivity, individual expression and diversity. It's so much more than people in yellow fox suits singing about feeding wolves bananas. In 2008, Sébastien Tellier came cruising onto our screen driving a golf caddie. "Divine" was then used by Renault in their 2008 Megane ad. Renault wanted to restore brand perception and for them, that meant channelling the possibility of change in Tellier's song.
Advertising Inspiring Eurovision
Bird's Eye's potato waffles, waffly versatile!
Iconic or annoying, this jingle is considered one of the best remembered British advertising themes of all time. It truly was an earworm that lasted decades and the proof of this is that in 2015, when Electro Velvet sang "Still In Love With You", the viewers were keen to make the comparison. David Midel, who co-wrote the track, completely denied any semblance that the two songs have. Check out the two videos below and find out for yourself.
And there you have it, a brief tour of advertising's small part in Eurovision history. It's time for brands to step up and stand out with Eurovision.
