Adidas has unveiled its main brand film for the 2014 FIFA World Cup, with an interactive element offering online viewers the chance to opt either in, or out, of receiving tournament-related content from the brand.
"City of God" director Fernando Meirelles directed the spot, by TBWA/Chiat/Day, which shows Argentine player Lionel Messi tossing and turning in bed as he has a troubling dream about the tournament and some of his rivals (such as Brazil defender Dani Alves and Uruguay striker Luis SuÃ¡rez). It's set to a new track by Kanye West, "God Level."
As online viewers watch, they are invited to click on a link where they can opt "all in" to receive World Cup-related content from the brand, or alternatively say, "No thanks." Those who click on "nothing" will automatically opt out of following the brand's content on social media feeds, etc.