Adidas Urges You to 'Unfollow' Leo Messi

New Spot From 72andSunny Wants Aspiring Athletes to Carve Out Own Path

Published On
Aug 20, 2015

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."


Aug 20, 2015
Brand :
Client :
Agency :
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 :
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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