Luis 'The Biter' Suarez and Neymar Give Denim a Rigorous Workout in Sexy Ad for Replay

FC Barcelona Players Star Alongside Brazilian Supermodel in 180 Amsterdam Spot

Published On
Oct 09, 2014

Editor's Pick

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.


Oct 09, 2014
Agency :
180 Amsterdam
Brand :
Client :
Director :
Justin Anderson
Producer :
Rob Godbold
Production Company :
Service Production :
Service Producer :
Edu Olavide
Executive Creative Director/Production :
Al Moseley
Creative Director :
Martin Terhart
Copywriter :
Martin Beswick
Art Director :
Stephane Lecoq
TV Producer :
Kate Pirouet
Director, Photography :
Simon Chaudoir
Editor :
Sam Gunn
Editor's Assist :
Heppie Collins
Colorist :
Matt Osborne
Post Production Supervisor :
Sol Rogers
Chief Executive Offier :
Matteo Sinigaglia
Managing Director :
Art Zuyderwijk
Director, Communications :
Lorenza De Mattia
Head of Digital :
Fabrizio Consoli
Managing Director :
Stephen Corlett
Planning Director :
Jonas Vail
Brand Director :
Emma Holland
Edit Company :
The White House
Music :
Sound Design :
Angell Sound

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