With England's Lionesses now crowned EURO 2025 champions (it came home again!), it's time to reveal the ads that triumphed off the pitch. Throughout the tournament, Kantar have been testing ads across TV, Instagram, YouTube and more to identify the top performing ads of the season, scoring them on factors that drive both short-term effectiveness and long-term growth. The result? A definitive ranking of the most impactful ads across Europe.

But we didn’t stop there.

To uncover what makes an ad truly unforgettable, we compared this year’s contenders against the world’s largest advertising database—our secret weapon for helping brands craft creative that resonates. The goal? To crack the creative code: one that scores high on impact, ignites fan passion, and stands out from the crowd.

But which ads cracked the creative code to drive both short-term effectiveness and long-term brand growth? And which ad was this year's Star Player? 

Download the results below to discover the most impactful ads of the tournament and what this means for your next creative brief.