As Euro 2012 draws closer, football fans all over England are letting themselves dream of football coming 'home'. But the fans aren't alone, a former England star is already waxing lyrical about England's chances.
The normal relationship between poetry and football is thousands of voices tunelessly shouting chants about pies. But Three Lions veteran Ian Wright is changing all that in this ad for Absolute Radio.
Wrighty hosts the station's Rock N' Roll Football show, combining football commentary and music with chat and banter. Throughout Euro 2012, he'll be fronting the station's coverage of the competition, providing full commentary of all England matches.
To celebrate, Wright stars in an ad to inspire England fans. The clip features the striker-turned-pundit reading Rudyard Kipling's inspirational poem If to images that chart the glories and the heartbreaks of the national team's past.
Fans watching the clip relive the agony of Maradona's Hand Of God goal in the 1986 World Cup and Gazza's tears during Italia '90. Wright implores fans to believe, to hope and to "fill the unforgiving minute with 60 seconds worth of distance run".
What if all this happens? Bobby Moore and the 1966 England team give the answer: Victory.
The ad itself is winning fans, with over 22,000 views in just three days. Appearing on Twitter and Facebook, it seems as though the ad, and it's message, is spreading.
Whatever happens on the pitch, inspiration like this will guarantee a roaring crowd for the Three Lions.
Disclosure: Unruly is distributing this video on behalf of ABSOLUTE RADIO. This post is not part of the commercial plan and is written by the editorial team at Unruly, whose opinions are always independent, sometimes scurrilous, and never knowingly under-researched.