Luis Suarez -- the soccer player now infamous for the biting incident during the FIFA World Cup -- stars alongside Brazil's Neymar and fellow FC Barcelona players Andres Iniesta, Ivan Rakitic and Gerard Pique in this energetically paced ad for Italian denim fashion brand Replay.
Launching Replay's stretch-denim Hyperflex line with the tagline "Stretch your limits," it shows jeans and other denim items undergoing "modern-day lifestyle tests," including some twerking, street dancing and a few soccer kicks, under the eye of a "scientist" played by Brazilian supermodel Alessandra Ambrosio. Suarez (who is currently suspended from play following the World Cup, but was cast in the ad after the biting incident) is first pictured sitting on a bench, although he is later seen taking a kick alongside his teammates.
Replay worked with 180 Amsterdam on all aspects of the launch, including conceiving the name Hyperflex and designing the logo. Replay's chief executive Matteo Sinigaglia told Creativity that "We wanted to cast people who stretch their limits in life. The aim is to demonstrate that this is a product that takes denim to the next level."
The ad, which was filmed in Barcelona, did not involve any CGI -- so all the stretching and tugging we see going on is real -- and is set to original music. Al Moseley, president and chief creative officer of 180 Amsterdam, said, "We wanted to create a piece of culture that has crossover appeal to the worlds of sport, fashion and music, and could stand up alongside the likes of music videos."
The film will be accompanied by print, out-of-home and in-store ads at Replay's 220 stores around the world.