ADCN Awards
Category
Music
Annual ID
ADCN25_C016B
Project Summary
As a brand deeply rooted in German culture, Adidas explores all things "typically German" in a campaign created by ANORAK Film, with music by Sizzer & Jesper Gadeberg.
Idea
With this campaign, Adidas sought to authentically connect German culture with modern football, uniting generations and reigniting the fans’ enthusiasm for UEFA EURO 2024, while German football found itself in a deep crisis. The question of what it means to be “typically German” in 2024 needed a special soundtrack - a memorable and culturally resonant musical element that bridged nostalgia with contemporary relevance. “Major Tom” was a UEFA EURO sensation waiting-to-happen - a typically German anthemic classic perfect for the stadiums.
Execution
Sizzer & Jesper Gadeberg reimagined the 1982 German cult hit Major Tom by Peter Schilling, working closely with the artist to ensure authenticity, while creating a version that would also resonate with younger generations of fans. In line with the campaign’s message of following tradition into 2024, a new modern arrangement of Peter Schilling’s iconic track played into the current German musical scene while staying true to the widely known and loved original.
Additionally, multiple versions of the track were created, including a Happy Hardcore remix, a Classical Baroque string quartet arrangement, and a special version for live stadium events, making it adaptable for diverse campaign contexts.
Additionally, multiple versions of the track were created, including a Happy Hardcore remix, a Classical Baroque string quartet arrangement, and a special version for live stadium events, making it adaptable for diverse campaign contexts.
Impact
Upon the campaign's digital release, Major Tom quickly gained momentum, sparking public enthusiasm and calls for it to become Germany’s new football anthem. The song became a focal point in media discussions, with seventy thousand fans signing the petition to make Major Tom the new 'Torhymne', podcasts rallying behind it, and even Germany's coach, Julian Nagelsmann, being asked about it. The fans immediately picked up “Major Tom” as the hit of EURO 2024 - last summer in Germany you heard the song everywhere: from being chanted in stadiums, to trending on socials, to being back in the charts.
2025 Awards
Total Points: 3
Bronze Lamp
Credits
Production Company
ANORAK Film
Music / Sound Production Company
Jesper Gadeberg
Sizzer
Art Director
Francesca Molteni
Mubarak Kolade Nojimudeen
Chief Creative Officer
Daniel Schaefer
Szymon Rose
Copywriter
Irakli Asatiani
Katharina Mohn
Director of Photography
Jake Scott
Executive Creative Director
Alexander Michaelsen
Ronnie Patt
Film Director
Sanjay De Silva
Music Supervisor
Jesper Gadeberg
Producer
Julian Altenburg
Sound Designer
Jack Hallet
Strategy Director
Fabio Gericke
Creative Director Copy
Mattias Jahn
Executive Music Supervisor
Sander van Maarschalkerweerd
Executive Producer
Tobias Steinhauser
Senior Art Director
Robert Weider
Senior Producer
Lina Ulm
Client Service Director
Eva Backes
Executive Music Producer
Michiel Marsmann
Head of CGI
Matthias Grundl
Head of TV
Johannes Haverkamp
Managing Director
Katja Kraus
Robert Zitzmann
Production Assistant
Johan Lovis Mattausch
Production Coordinator
Nasibe Kocas
Project Manager
Dennis Wist
Senior Colorist
Mathieu Caplanne
Senior Creative Producer
Maximilian Helmer
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