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.