Could Adidas pack any more celebrity "creators" into its World Cup ad? It seems unlikely.
Yes, it features the likes of David Beckham, Paul Pogba and Lionel Messi, but the spot goes far beyond just soccer legends: in total, there are 56 well-known athletes, performers and celebrities in the 90-second ad, including Caroline Wozniacki, Karlie Kloss, Pharrell Williams, Gabriel Jesus and Jose Mourinho.
Viewers are escorted through a "backstage" of a huge arena where Mourinho directs Luis Suarez, Von Miller, Gabriel Jesus, Karlie Kloss and more to a stage. Rapper A$AP Ferg acts as MC, repeatedly telling us: "Creativity is the answer" as we see Pogba modeling the Adidas Predator Tango 18+ Street, Adidas Tango squads playing five-a-side and freestyle soccer player Caitlyn Schrepfer playing alongside Mo Salah and Dele Alli. The film closes with Messi tearing up a sheet of "the rules" and Pharrell Williams passing the mic to the viewer, and saying: "It's over to you".
Famous face-wise, it's blink-and-you'll miss-it stuff, but connossieurs are bound to have fun spotting all the different names. The whole effect is a bit like a massive, noisy, celebrity-packed circus-slash-club night. Manu Cossu at Iconoclast directed the film, for 72andSunny Amsterdam.
There's also a clever personalization element to the campaign: in addition to the main spot seen here, viewers in six different key cities for Adidas (New York, London, Shanghai, Tokyo, Paris and Los Angeles) will be served different content tailored to their regions. Each different version will feature "creators" that are shaping sport culture in their city.
Meanwhile, on social, people are invited to post their own content with the hashtag #HereToCreate on the Adidas Twitter, Instagram and Facebook channels.