Ryan Reynolds the soccer club owner appears in ad for FIFA 22
Hollywood star and fellow Wrexham A.F.C. owner Rob McElhenney appears withDavid Beckham and a slew of other football greats in spot promoting EA Sports franchise
Editor's Pick
Watch out soccer ad fans, here comes Ryan Reynolds. The Hollywood actor has been ubiquitous in commercials this year, either appearing in them for his own products including Aviation Gin or making them for the likes of Match.com, but now he's popped up in his new role as a soccer club owner in a star-studded launch film for EA Sports' FIFA 22.
The new spot, called "Hypermotion Begins," tells the "origin story" (yes, apparently games have these now as well as superhero movies) behind the power of the game's new Hypermotion technology and is packed with soccer legends who meet up with their digital counterparts in the game's multiverse.
It starts off with David Beckham taking delivery of the game and goes on to feature the likes of Kylian Mbappé, Zinedine Zidane, Wayne Rooney, Son Heung-Min and female player-turned-commentator Alex Scott, plus Instagram influencers such as Chunkz. Reynolds appears alongside his fellow Wrexham A.F.C. owner Rob McElhenney, and there's a little joke when the HyperMotion tech "takes" McElhenney and leaves him behind.
The film was concepted and developed by the FIFA Marcom team at EA Sports, creative directed by Sanam Petri, and directed by Chris Boyle of Private Island. It's supported by a global out-of-home and digital buy, with regional versions of the creative running in various markets starring local players, celebrities and talent.
"Beckham setting off a global football phenomenon, the fastest player in the game Kylian Mbappé running between dimensions, and even Zidane becoming the philosopher king of football—we wanted to have fun with how far we could push [the idea of] ‘Powered by Football’ in the work," said Paul Marr, head of marcom creative at EA Sports, in a statement.
Credits
- Date
- Oct 21, 2021
- Client :
- EA Sports
- VP Brand :
- David James Jackson
- Sr. Director Creative :
- Paul Marr
- Senior Group Supervising Producer :
- Anthony Doyle
- Senior Producer :
- Andy Gillooley
- Producer :
- Collin Beckles
- Global Creative Director :
- Khoi Phan
- Creative Director :
- Sanam Petri
- Associate Creative Director :
- Eric Beard
- Marcom Strategy :
- Ben Prout
- Athlete Relations Director :
- Alex Wilde
- Editoh Versioning :
- Chris Wilton
- Franchise Capture Lead :
- Bernardo Falcao
- Game Capture Manager :
- Sam Goncalves
- Capture Specialist :
- Bruno Lofiego
- Sr. Cinematic Artist :
- Ashley Raj-Tye
- Sr. Cinematic Tech Designer :
- Brad Perry
- Cinematic Creative Director :
- Colin Matisz
- Cinematic Generalist :
- Cody Kennedy
- Cinematic Animator :
- Ivonne Solther
- Sr. Cinematic Line Producer :
- Jinnie Pak
- Cinematic Animator :
- Julian Baquero
- Cinematic Lighter :
- Rob Starr
- Cinematic Lighter :
- Scotty Shen
- Lead Cinematic Animator :
- Skye White
- Lead Cinematic Tech Designer :
- Travis Nabe
- Music Supervisor :
- Raphaella Lima
- Music Supervisor :
- Michael Sherwood
- Production Company :
- Private Island
- Director :
- Chris Boyle
- Exec Producer :
- Helen Power
- Producer :
- Amalia Rosen-Rawlings
- PM :
- Lucy Benson Brown
- PM :
- Mavreen Brown
- DOP :
- Benedict Spence
- DOP :
- Jordan Buck
- DOP :
- Nicolas Desaintquentin
- DOP :
- Olmo Sobrino
- Art Director :
- Chloe Brady
- Storyboard Artist :
- Alex Moore
- Private Island Coordinator :
- Áine O’Donnell
- Private Island Design and Creative :
- David Post
- Private Island Design and Creative :
- Ruby Nian
- Offline Editor :
- Private Island
- Offline Editor :
- Andreas Georgihou
- Post House :
- No. 8
- VFX Lead :
- Jim Allen
- Sound Design :
- Sam Robson
- Colorist :
- Alex Gregory
- Additional Music/Mix :
- Ben Broughton
- Producer :
- Charlotte Shearsmith
- Executive Producer :
- Barny Wright
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