Previously, adidas brought the beautiful game indoors in a spot starring famous soccer pros in an unusual pickup match-slash-house party. But for World Cup Kickoff Day, the FIFA official sponsor and TBWA/Chiat/Day go "all in or nothing" on this bold production starring some of the game's biggest athletes. Directed by Fernando Meirelles and Cassiano Prada of O2 Films, it zeroes in on Lionel Messi, who rises from bed and texts "What's up? to his fellow athletes including Dani Alves, Bastian Schweinsteiger and Luis Suarez. Turns out, they're already out on the pitch or the gym, sweating their brains out in preparation for the big game.
The second act takes it up a notch, with high-octane scenes from the field, cut to the throbbing intensity of Kanye West's "God Level."