Creativity is the answer for Adidas’ World Cup ad

Adidas’ World Cup ad is here, and it’s very different to the serious, hero-worshipping football ads of old.

The mood of this new spot by 72andSunny Amsterdam is celebratory, as a roll call of 56 different sports and entertainment celebs demonstrate that “Creativity is the answer.”

Set in a sweaty sporting arena – it looks like a mix between a cage-fighting contest, a giant school sports day and a night club – the ad is about bringing everybody together rather than singling out individuals.

Adidas hasn’t brought just anybody into the mix, though. Football legends like Lionel Messi, Luis Suarez, Paul Pogba, Mo Salah and Jose Mourinho are joined by Pharell Williams, Karlie Kloss and rapper A$AP Ferg. Even David Beckham gets his moment, saying: “I miss that so much” with a wistful smile.

It’s a long way from Adidas’ hard core “All in or nothing” campaign for the 2014 World Cup in Brazil, and all the better for it.

MAA creative scale: 8

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.