Wesley Sneijder heads new TOTO European Championship campaign

By Peter Lynch

Former professional footballer Wesley Sneijder is the face of a new throwback campaign from TOTO, the only legal provider of sports betting in the Netherlands.

The campaign was launched on 2 June 2021 at the half-time break in the recent friendly match between the Netherlands and Scotland.

In the video, Sneijder joins Happy Hardcore legends Charly Lownoise & Mental Theo - more than 25 years after their hit Wonderful Days - to perform a party track ahead of this summer’s UEFA European Football Championship.

Sneijder plays the role of King TOTO in the campaign, challenging the Dutch to defeat him, while Dutch sportscaster Jack van Gelder replays his iconic 2010 World Cup commentary, pointing back to the country’s memorable quarter-final victory over Brazil in the competition.

The former Netherlands midfielder scored both of his team’s goals in the game, and is the country’s most-capped player of all time.

“We had to wait an extra year for it, but with King Wesley we are taking the campaign to a new level,” said Arno de Jong, CMO at Nederlandse Loterij. “With the Happy Hardcore music and the tracksuits, the nineties are revived, but the staging makes TOTO completely contemporary.”

Darre van Dijk, Chief Creative Officer of agency TBWA\NEBOKO, added: “Happy Hardcore is Dutch glory. Wesley came to our office and I asked him if he can sing at all? ‘I can do anything,’ was his reply. And he proves it now, Wesley is a real king!”

Charly Lownoise & Mental Theo officially released the special European Championship track, which can be streamed on Spotify and YouTube.

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