When the Euro-Cup arrives, Egyptians - realizing they are not part of the tournament - assume a European nationality of their own. From then on, every Egyptian football fan embraces his/her newly adopted team and supports it with great passion to the very end. This campaign has seen a record number of views on YouTube for the Middle East. The ads were posted in every football and sports blog in the region (over 300 web postings). And the songs became very popular ringtones.