ICEP Euro 2004 | TV Commercials

The Euro 2004 TV commercials were designed to ignite national pride and unity in Portugal, using powerful storytelling to connect the audience with the spirit of the championship. The first commercial features Luiz Felipe Scolari, the then-coach of the Portuguese national soccer team, delivering a riveting speech as he announces the "shortlist" for the competition. Viewers initially expect to hear the names of star players, but the ad takes a surprising turn: Scolari begins calling out the names of everyday Portuguese citizens. This poignant twist symbolizes the idea that the tournament isn't just about the athletes—it's about every single person in the country coming together to support the event, embrace the passion of football, and celebrate Portugal's role as the host nation. The commercial’s emotional appeal, combined with Scolari’s charismatic presence, was a call to action, urging the entire country to unite, participate, and feel proud of its national identity during Euro 2004.