The Adidas World Cup ad is jam-packed with 56 famous 'creators'
Blink and you might miss one of them in ad from 72andSunny
Editor's Pick
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.
Credits
- Date
- Jun 04, 2018
- Brand :
- Adidas
- Agency :
- 72andSunny-Amsterdam
- Global Vice President, Global Communications :
- Ryan Morlan
- Senior Director, Global Brand Communications :
- Lia Stierwalt
- Director, Global Brand Communications :
- Kate Boltin
- r Manager of Global Brand Communications :
- Adam Daysh
- Director, Global Brand Comms :
- Jenny Chen
- Assistant Manager, Global Brand Comms :
- Madeline Dennison
- Vice President, Global Brand Comms Football :
- Florian Alt
- Senior Director, Global Brand Comms Football :
- Matthew Davidson
- Senior Brand Manager, Global Brand Comms Football :
- James Thexton
- Senior Director, Global Brand Marketing Operations and Production :
- John van Tuyll
- Director, Creative Shoot and Production :
- Kirstin Mellqvist
- Senior Manager, Creative Shoot and Production :
- Meagen Moore
- Senior Creative Production and Shoot Manager :
- Eleanor Fitzgerald
- Assistant Creative Shoot and Production Manager :
- Martine Nash
- Creative Shoot and Production Manager :
- Katarina Pepichova
- Executive Creative Director :
- Stuart Harkness
- Executive Creative Director :
- Carlo Cavallone
- Executive Creative Director APAC :
- Johnny Tan
- Creative Director :
- Simon Schmitt
- Creative Director :
- Emiliano Trierveiler
- Senior Writer :
- Carlos Font
- Writer :
- Jorgen Sibbern
- Writer :
- Shan Shan Quan
- Art Director :
- Domingo de la Villa
- Art Director :
- Matteo Gallinelli
- Creative Technologist :
- Gabor Szalatnyai
- Managing Director :
- Nic Owen
- Group Brand Director :
- Bassam Abdel-Rahman
- Brand Director :
- Stéphane Février
- Brand Manager :
- Rico Oyejobi
- Brand Manager :
- Abigael Smith
- Brand Coordinator :
- Alejandra Arbiol
- Director, Production :
- Stephanie Oakley
- Executive Producer :
- Kerli Teo
- Producer :
- Yaya Zhang
- Senior Producer :
- Jennifer Chien
- Senior Producer :
- Enrico Toeschi
- Senior Producer :
- Neil Henry
- Senior Producer :
- Yago Carvajal
- Producer :
- Ricardo Hieber
- Junior Producer :
- Danny Nouri
- Junior Producer :
- Matt Marty
- Director, Strategy :
- Maximilian Weigl
- Director, Strategy :
- Danny Feeney
- Sr Communication Strategist :
- Ruro Efue
- Communications Strategist :
- Nathan Makan
- Strategist :
- Carl Jonsson
- Cultural Researcher :
- Nastassja Bonnabel
- Business Affairs Director :
- Madelon Pol
- Business Affairs Director :
- Nora Adams
- Business Affairs Manager :
- Melita Watt
- Business Affairs Manager :
- Belen Jerez
- Business Affairs Manager :
- Julie Katsoula
- Production Company :
- Hecho
- Director :
- Leonardo Cosme
- Sr Studio Manager :
- Tanya Funnell
- Producer/Studio Coordinator :
- Ashlie Hutber
- Studio Coordinator :
- Jackie Sevcik
- Designer :
- Dave Renton
- Designer :
- Tim Berklemans
- Designer :
- Josh Harris
- Designer :
- Jack Catterall
- Production Company :
- Iconoclast
- Director :
- Manu Cossu
- Global Vice President, Global Communications :
- Ryan Morlan
- Senior Director, Global Brand Communications :
- Lia Stierwalt
- Director, Global Brand Communications :
- Kate Boltin
- r Manager of Global Brand Communications :
- Adam Daysh
- Director, Global Brand Comms :
- Jenny Chen
- Assistant Manager, Global Brand Comms :
- Madeline Dennison
- Vice President, Global Brand Comms Football :
- Florian Alt
- Senior Director, Global Brand Comms Football :
- Matthew Davidson
- Senior Brand Manager, Global Brand Comms Football :
- James Thexton
- Senior Director, Global Brand Marketing Operations and Production :
- John van Tuyll
- Director, Creative Shoot and Production :
- Kirstin Mellqvist
- Senior Manager, Creative Shoot and Production :
- Meagen Moore
- Senior Creative Production and Shoot Manager :
- Eleanor Fitzgerald
- Assistant Creative Shoot and Production Manager :
- Martine Nash
- Creative Shoot and Production Manager :
- Katarina Pepichova
- Executive Creative Director :
- Stuart Harkness
- Executive Creative Director :
- Carlo Cavallone
- Executive Creative Director APAC :
- Johnny Tan
- Creative Director :
- Simon Schmitt
- Creative Director :
- Emiliano Trierveiler
- Senior Writer :
- Carlos Font
- Writer :
- Jorgen Sibbern
- Writer :
- Shan Shan Quan
- Art Director :
- Domingo de la Villa
- Art Director :
- Matteo Gallinelli
- Creative Technologist :
- Gabor Szalatnyai
- Managing Director :
- Nic Owen
- Group Brand Director :
- Bassam Abdel-Rahman
- Brand Director :
- Stéphane Février
- Brand Manager :
- Rico Oyejobi
- Brand Manager :
- Abigael Smith
- Brand Coordinator :
- Alejandra Arbiol
- Director, Production :
- Stephanie Oakley
- Executive Producer :
- Kerli Teo
- Producer :
- Yaya Zhang
- Senior Producer :
- Jennifer Chien
- Senior Producer :
- Enrico Toeschi
- Senior Producer :
- Neil Henry
- Senior Producer :
- Yago Carvajal
- Producer :
- Ricardo Hieber
- Junior Producer :
- Danny Nouri
- Junior Producer :
- Matt Marty
- Director, Strategy :
- Maximilian Weigl
- Director, Strategy :
- Danny Feeney
- Sr Communication Strategist :
- Ruro Efue
- Communications Strategist :
- Nathan Makan
- Strategist :
- Carl Jonsson
- Cultural Researcher :
- Nastassja Bonnabel
- Business Affairs Director :
- Madelon Pol
- Business Affairs Director :
- Nora Adams
- Business Affairs Manager :
- Melita Watt
- Business Affairs Manager :
- Belen Jerez
- Business Affairs Manager :
- Julie Katsoula
- Production Company :
- Hecho
- Director :
- Leonardo Cosme
- Sr Studio Manager :
- Tanya Funnell
- Producer/Studio Coordinator :
- Ashlie Hutber
- Studio Coordinator :
- Jackie Sevcik
- Designer :
- Dave Renton
- Designer :
- Tim Berklemans
- Designer :
- Josh Harris
- Designer :
- Jack Catterall
- Production Company :
- Iconoclast
- Director :
- Manu Cossu
- Global Vice President, Global Communications :
- Ryan Morlan
- Senior Director, Global Brand Communications :
- Lia Stierwalt
- Director, Global Brand Communications :
- Kate Boltin
- r Manager of Global Brand Communications :
- Adam Daysh
- Director, Global Brand Comms :
- Jenny Chen
- Assistant Manager, Global Brand Comms :
- Madeline Dennison
- Vice President, Global Brand Comms Football :
- Florian Alt
- Senior Director, Global Brand Comms Football :
- Matthew Davidson
- Senior Brand Manager, Global Brand Comms Football :
- James Thexton
- Senior Director, Global Brand Marketing Operations and Production :
- John van Tuyll
- Director, Creative Shoot and Production :
- Kirstin Mellqvist
- Senior Manager, Creative Shoot and Production :
- Meagen Moore
- Senior Creative Production and Shoot Manager :
- Eleanor Fitzgerald
- Assistant Creative Shoot and Production Manager :
- Martine Nash
- Creative Shoot and Production Manager :
- Katarina Pepichova
- Executive Creative Director :
- Stuart Harkness
- Executive Creative Director :
- Carlo Cavallone
- Executive Creative Director APAC :
- Johnny Tan
- Creative Director :
- Simon Schmitt
- Creative Director :
- Emiliano Trierveiler
- Senior Writer :
- Carlos Font
- Writer :
- Jorgen Sibbern
- Writer :
- Shan Shan Quan
- Art Director :
- Domingo de la Villa
- Art Director :
- Matteo Gallinelli
- Creative Technologist :
- Gabor Szalatnyai
- Managing Director :
- Nic Owen
- Group Brand Director :
- Bassam Abdel-Rahman
- Brand Director :
- Stéphane Février
- Brand Manager :
- Rico Oyejobi
- Brand Manager :
- Abigael Smith
- Brand Coordinator :
- Alejandra Arbiol
- Director, Production :
- Stephanie Oakley
- Executive Producer :
- Kerli Teo
- Producer :
- Yaya Zhang
- Senior Producer :
- Jennifer Chien
- Senior Producer :
- Enrico Toeschi
- Senior Producer :
- Neil Henry
- Senior Producer :
- Yago Carvajal
- Producer :
- Ricardo Hieber
- Junior Producer :
- Danny Nouri
- Junior Producer :
- Matt Marty
- Director, Strategy :
- Maximilian Weigl
- Director, Strategy :
- Danny Feeney
- Sr Communication Strategist :
- Ruro Efue
- Communications Strategist :
- Nathan Makan
- Strategist :
- Carl Jonsson
- Cultural Researcher :
- Nastassja Bonnabel
- Business Affairs Director :
- Madelon Pol
- Business Affairs Director :
- Nora Adams
- Business Affairs Manager :
- Melita Watt
- Business Affairs Manager :
- Belen Jerez
- Business Affairs Manager :
- Julie Katsoula
- Production Company :
- Hecho
- Director :
- Leonardo Cosme
- Sr Studio Manager :
- Tanya Funnell
- Producer/Studio Coordinator :
- Ashlie Hutber
- Studio Coordinator :
- Jackie Sevcik
- Designer :
- Dave Renton
- Designer :
- Tim Berklemans
- Designer :
- Josh Harris
- Designer :
- Jack Catterall
- Production Company :
- Iconoclast
- Director :
- Manu Cossu
- Director B Team :
- So Me
- Director, Photography :
- Andre Chemetoff
- Director, Photography B Team :
- Benoit Soler
- Executive Producer :
- Charlotte Marmion
- Producer :
- Fran Thompson
- Producer :
- Charlotte Woodhead
- Production Manager :
- Lucy Tate
- Post Production Company :
- The Mill
- Executive Producer :
- Reece Ewing
- Executive Producer :
- Misha Stanford-Harris
- Producer :
- Sean Francis
- Production Assistant :
- Ellie Thwaites
- Shoot Attend :
- Pete Smith
- Lead Artist :
- Alan Williamson
- 3D Artist :
- Finlay Crowther
- 3D Artist :
- Laurent Giaume
- 3D Artist :
- Katherine Ross
- 3D Artist :
- Edward Hicks
- 3D Artist :
- Vicky McIntyre
- 3D Artist :
- Maxime Cronier
- 3D Artist :
- Gabrielius Burokas
- 3D Artist :
- Jack Harris
- 3D Artist :
- James Hansell
- Design :
- Theo Gibara
- Design :
- Oliver Johnson
- Design :
- Kenny Addeh
- 2D Lead Artist :
- Kenny Ant Walsham
- Creative Director :
- Dan Williams
- 2D Artist :
- James Maclachlan
- 2D Artist :
- Carl Norton
- 2D Artist :
- Olivia O'Neil
- 2D Artist :
- Joseph Dymond
- 2D Artist :
- Declan Andrews
- 2D Artist :
- Charles Dockerill
- 2D Artist :
- Frederic Heymans
- 2D Artist :
- Rebecca Clay
- 2D Artist :
- Milo Paterson
- Online Artist :
- Richard Payne
- Online Artist :
- James Pratt
- Online Artist :
- Nick Sze
- Online Artist :
- Gavin Marler
- Editorial Company :
- Work
- Editor :
- Jono Griffith
- Editor :
- Charlie Moreton
- Editor :
- Anne Perri
- Editor :
- Hasani Franke
- Assistant Editor :
- Hasani Franke
- Assistant Editor :
- Jamie Hodgson
- Assistant Editor :
- Ellie McNaughtan
- Executive Producer :
- Julian Marshall
- Producer :
- Winnie ONeil
- Producer :
- Ella Sedgwick
- Post Production Company :
- The Mill
- Colorist :
- Oisin O'Driscoll
- Color Assistant :
- Thomas Mangham
- Color Assistant :
- Brendan Buckingham
- Color Assistant :
- Daniel Levy
- Audio Post Production :
- Wave Studios
- Sound Designer and Mixer :
- Ed Downham
- Assistant Sound Editor :
- Jonny Platt
- Audio Producer :
- Ben Tomlin
Need a credit fix? Contact the Creativity Editors