Electronic Arts' launch spot for 'FIFA 20' celebrates the 'wrong' way to play soccer

Ad by Adam&Eve/DDB features game innovators including Megan Rapinoe and Raheem Sterling

Published On
Sep 30, 2019

Editor's Pick

A new Electronic Arts spot marking the launching of its FIFA 20 game shows the likes of Megan Rapinoe, Raheem Sterling and Jadon Sancho all demonstrating the "wrong" way to play soccer.

The ad, by Adam&Eve/DDB with production via Pulse, centers on the message that the real innovators in the game are those who play "wrong." They include the kids in the street with a makeshift soccer field or the wrong-look kit, Rapinoe as the "wrong influence" or Sterling with the "wrong size" and having the wrong tattoos. Playfully, there's even a clip of boxer Antony Joshua playing the "wrong sport." "Wrong's the new right," it proclaims. 

The film is part of a global campaign calling on players to “Break New Ground”. It highlights the fact that, with the addition of the street football in the “Volta Football” game mode in FIFA 20, players can play their own way and be more creative. 

 

Credits

Date
Sep 30, 2019
Client:
Electronic Arts
Agency:
Adam & Eve/DDB
Group Senior Producer:
Anthony Doyle
Senior Producer:
Andy Gillooley
Senior Creative Director:
Paul Marr
Creative Director:
Tom Gent
Senior Director of Strategy:
David Jackson
Senior Brand Manager:
Josh Farber
Chief Creative Officer:
Richard Brim
Executive Creative Director:
Ant Nelson
Executive Creative Director:
Mike Sutherland
Creative Director:
Tim Vance
Creative Director:
Paul Knott
Copywriter:
Richard Gayton
Art Director:
Darren Beresford
Agency Producer:
Ben Sharpe
Agency Producer:
Rosie Grayson
Agency Producer:
Nia Maclean
Agency Producer:
Nikki Cramphorn
Planner:
Martin Beverley
Planner:
David Mortimer
CEO:
Mat Goff
Managing Partner:
Mike Stern
Business Director:
James Derrick
Account Director:
George Fox
Account Manager:
Jake Gidley
Legal Council:
Trine Odin
Designer/Typographer:
Alex Fairman
Designer/Typographer:
Roberto Celentano
Motion Graphics:
George Fowler
Motion Graphics:
James Ireland
Media Agency:
Msix
Production Company:
Pulse Films
Executive Producer:
Lucy Kelly
Producer:
Lucy Gossage
Cinematographer:
Tat Radcliffe
Director of Photography:
Tat Radcliffe
Editing Company:
Trim Editing
Editor:
Paul Hardcastle
Editor:
Magdalena Plugowska
Post Production:
The Mill
Post Producer:
Alex Fitzgerald
Post Producer:
Dan Crozier
2D Artist Lead:
Gianluca Di Marco
2D Artist Lead:
Venuprasath D
3D Artist Lead:
David Hempstead
Colorist:
James Bamford
Music Supervisor:
Raphaella Lima
Audio Post Production:
Factory
Recording Engineer:
Phil Bolland
Sound Producer:
Deborah Whitfield
Soundtrack name and composer:
“Offence”, performed by Little Simz
Written by:
Simbiatu Abisola Abiola Ajikawo
Written by:
Dean Wynton Josiah Cover
Written by:
Cleopatra Zvezdana Nikolic
Music remix for advert by:
Mad Planet

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