It’s June 2024.

England have limped into the knockouts. Phil Foden is, in fact, not on fire. Every game feels like it must be watched through your fingers. Football’s popped out for cigarettes. Will it ever come back home?

To capture the nation’s mood, we dropped the copy and let the faces of hopeful fans do the talking for this reactive OOH. When you’re just praying for a forward pass, last minute (overhead kick) winners feel all the sweeter on ITV.