Adidas Urges You to 'Unfollow' Leo Messi
New Spot From 72andSunny Wants Aspiring Athletes to Carve Out Own Path
Editor's Pick
Adidas and 72andSunny continue to change up the conversation of sports advertising in a new ad that knocks Leo Messi, arguably the greatest soccer player of all time, off his throne.
Extending the message of the agency's first commercial for the client, "Create Your Own," the spot celebrates Messi's finest moments in soccer history via a series of found footage clips, but then encourages viewer to "unfollow" the football hero in an effort to find their own glory. Smuggler's Henry-Alex Rubin directed the ad.
The key insight driving both films is that "to become truly great, you'll have to re-cast your heroes as your competition," explained 72andSunny CCO Glenn Cole to Ad Age. "You'll have to be willing to take them off their pedestals to see if you merit a pedestal of your own."
The challenge for this particular ad, he said, "was to be disciplined enough to source every piece of footage from the internet and not manufacture anything. That includes scenes featuring the Pope and Obama with Messi."
Credits
- Date
- Aug 20, 2015
- Brand :
- Adidas
- Client :
- Adidas
- Agency :
- 72andSunny
- Global Vice President, Global Communications :
- Ryan Morlan
- Senior Director, Global Communications :
- Lia Stierwalt
- Director, Global Communications :
- Flo Alt
- Senior Producer :
- Kristin Mellqvist
- Senior Producer :
- Penny Pijnenburg
- Chief Creative Officer :
- Glenn Cole
- Executive Creative Director :
- Jason Norcross
- Group Creative Director :
- Gui Borchert
- Senior Writer :
- Jack Jensen
- Senior Writer :
- Josh Braithwaite
- Designer :
- Gerardo Ortiz
- Designer :
- Ben Hodgin
- Director, Film Production :
- Sam Baerwald
- Executive Producer :
- Dan Ruth
- Senior Producer :
- Laura Ferguson
- Junior Producer :
- Michael Quinones
- Group Brand Director :
- James Stephens
- Brand Director :
- Matt Rohmer
- Senior Brand Manager :
- Ryan Warner
- Brand Coordinator :
- Megan Russell
- Business Affairs Director :
- Christina Rust
- Business Affairs Manager :
- Maggie Pijanowski
- Junior Business Affairs Manager :
- Jesse Sinkiewicz
- Production Company :
- Smuggler
- Director :
- Henry-Alex Rubin
- Partner :
- Patrick Milling Smith
- Executive Producer :
- Lisa Tauscher
- Producer :
- Drew Santarsiero
- Director, Photography :
- David Devlin
- Scaling Video Coding Company :
- Goodgate Productions
- Producer :
- Philip Bolus
- Editorial Company :
- Whitehouse Post
- Editor :
- Adam Robinson
- Editor :
- Brandon Porter
- Editor :
- Charlie Harvey
- Assistant Editor :
- James Dierx
- Senior Producer :
- Joanna Manning
- Completion/Special Effects :
- Mill LA
- Senior Executive Producer :
- Sue Troyan
- Senior Visual Effects Producer :
- Chris Harlowe
- Visual Effects Coordinator :
- Mary Hayden
- Visual Effects Supervisor :
- Nick Lines
- 2D Lead Artist :
- Robin McGloin
- 2D Artist :
- Steve Cokonis
- 2D Artist :
- Anthony Petitti
- Colorist :
- Adam Scott
- Executive Producer of Color :
- Thatcher Peterson
- Color Producer :
- Antonio Hardy
- Color Coordinator :
- Diane Valera
- Recording Studio :
- Lime Studios (Santa Monica)
- Mixer :
- Jeff Malen
- Executive Producer :
- Susie Boyajan
- Design Studio :
- The Formosa Group
- Supervising Sound Editor :
- Per Hallberg M.P.S.E
- 1st Assistant Sound Editor :
- Philip D. Morill
- Music Company :
- Squeak E. Clean Studios
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