72andSunny’s debut for Adidas gives us a new spin on an old theme

In its first big campaign from 72andSunny Adidas essays one of those football ads we don’t like very much: quick-cutting football frolics interspersed by the lads (multi-millioopnaires to a man) behaving ‘normally.’ Which makes them appear like smug bastards.

It’s really a game of “my stars (Messi, Bale etc) are bigger than yours, Nike.”

Having said that, it’s done with a certain brio and it does stand out. The ‘create your own game’ schtick is quite clever – although you can’t really do it can you?

The business is shared between 72andSunny in LA and Amsterdam. 72 in Amsterdam must be quite a big agency now, despite the travails of parent MDC Partners, with (some of) this, Carlsberg, Axe to come.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.