Brands are getting behind the notion that ‘it’ (the World Cup trophy) is ‘coming home’ to (England, the disputed birthplace of football).
Whether this is an accurate and sincerely held belief or a fun attempt to tie into a meme-worthy trend does not matter, it has not become an integral part of multiple brands' real-time marketing efforts as they queue up some impressive efforts behind showing some national pride.
While Twitter got into a spot of bother earlier this week for the #ItsComingHome hashtag carrying bookmaker William Hill’s branding after concerns it would reach children, many brands have tapped into the trend now.
Here’s how brands jumped on the Three Lions bandwagon.
England manger Gareth Southgate's commitment to his M&S branded waistcoat is almost as impressive as the sales uplift this would-be influencer has rippled in-stores.
BA, with the help of Ogilvy UK mocked up a classy return ticket for football's eventual return 'home'. Note the especially clever inclusion of 'Gate: South:.
It upped the cringe factor with this gate message however.
Virgin Trains showed some benevolence to football fans, showing a commitment to get party-goers home.
Football is probably more likely to 'come home' if corporate entities unfurl unfeasibly large flags down the front of their headquarters. News UK probably boasts the largest St George's Cross in the land.
Coke's takeover of Piccadilly may come close. The Piccadilly Circus screen is 17.56m high x 44.62m. The Drum has contacted News UK to learn the size of its flag.
Why not bring 'it' home in a brand new Aston Martin with a registration plate reference this The Drum journalist does not get.
Royal British Legion
National Library of Scotland