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Typische Deutsche
For the Adidas EM 2024 campaign "Typisch Deutsch," Sizzer collaborated with the German agency Jung von Matt SPORTS & Jesper Gadeberg.
Adidas sought to authentically connect German culture with modern football through the Typisch Deutsch campaign for EM 2024. The campaign aimed to spotlight Die Mannschaft’s new jerseys—the iconic white home kit and a bold pink away kit—by creating a memorable and culturally resonant musical element that bridged nostalgia with contemporary relevance.
Sizzer reimagined the 1982 German cult hit Major Tom by Peter Schilling, working closely with the artist to ensure authenticity. They developed multiple versions of the track, including a Happy Hardcore remix and a Classical Baroque string quartet, making it adaptable for diverse campaign contexts. 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 fans signing petitions, podcasts rallying behind it, and even Germany's coach, Julian Nagelsmann, being asked about its potential as the Torhymne. Sizzer also created special versions for live events, such as the Germany vs. Netherlands match, ensuring the track resonated across platforms.
Major Tom transcended the campaign, evolving into a cultural phenomenon that captured both public and media attention. The track enhanced Adidas’ message while inspiring a new generation of football fans. Its widespread appeal ensured it lived on beyond its advertising origins, becoming a symbol of connection between sport, culture, and music. As CEO Sander van Maarchalkerweerd stated: “This is exactly why we do this work—music that lives on beyond the campaign.” Music Producer Mees van der Velde added: “It’s incredible to see the song taking on a life of its own in spaces far beyond the original concept.”
By reviving Major Tom in innovative ways, Sizzer successfully merged music, culture, and sport, creating a memorable and multifaceted campaign that resonated with audiences across Germany and beyond.
As Charry on the cake, the project got awarded with a Grand EFFIE.
