A week ahead of kick-off, Adidas launched its 2022 FIFA Men’s World Cup campaign with a hero spot titled ‘Family Reunion’ which reunites the brightest stars from its global athlete ambassador stable including both footballers (including Lionel Messi, Karim Benzema and Jude Bellingham) and other endorsers (such as Stormzy).
Setting out to celebrate why the world cup is so special, to show that ‘when football is everything, impossible is nothing’ and to promote its tournament linked kit releases and boot pack launches, soccer superfan and UK rapper Stormzy narrates an ad which blends football culture, World Cup nostalgia and player personalities.
As well as Messi, Benzema and Bellingham, the spearhead spot brings together a strong team of other Adidas footballers from around the world including Achraf Hakimi, Son Heung-Min, Pedri González López and Serge Gnabry.
Created by agency TBWA, the spot was shot and edited deliberately to encourage repeat views and each scene includes subtle references to memorable World Cup related moments, players and places – from family photos and fridge magnets, to postcards and across stitch hangings – to build anticipation and buzz ahead of the Qatar 2022 tournament.
‘Family Reunion: Impossible Is Nothing’ rolled out across TV and digital platforms from 4 November.
catch our family reunion all World Cup long #ImpossibleIsNothing pic.twitter.com/UCNG2WBnLg
— adidas (@adidas) November 14, 2022
The hero video also links to a QR code digital integration which takes the consumer to a real-time raffle offering a chance to win a range of football related prizes including an all-expense paid four-day trip to the FIFA World Cup (including flight tickets, accommodation, and two match tickets).
Adidas also resurrected Predator in the form of a new Absolute’ model: a football boot last seen in 2006 when Zinedine Zidane led France out for the World Cup final. The refreshed boots have a gold colorway alongside several signature Predator design features: including a fold-over tongue and curved SL rubber sections and the boot is finished with a modern outsole and it went on sale from 10 November.
“There is a rare moment, once every couple of years, at the beginning of the World Cup when it truly feels like impossible is nothing. A time when players and fans come together united by the belief that they will bring the trophy home,” commented Adidas VP Global Brand Comms Florian Alt. “During the next month we’ll see new players break on to the scene, an underdog beat the odds, unbelievable goals and widespread celebrations taking place across the globe. It’s precisely that spirit that our campaign hopes to inspire in fans around the world.”
Comment
We like the ad idea based around multiple athlete ambassadors living in a house together like a family – other recent examples of this approach include the March 2022 Kayo Sports’ ‘Sport Lives Here: Kayo House’ campaign – but surely all those personalities and egos couldn’t really live in the same space?
The film leads a month-long tournament campaign – which will includes local market initiatives as well as Adidas Fan Zones in the host country – from the FIFA partner and runs under the German sportswear giant’s ‘Impossible is Nothing’ global brand platform which first launched back in 2004.
The flagship Adidas Fan Zone in Qatar will give fans a chance to watch every game live and to test their skills on a specially designed pitch, while brand athlete ambassadors will also appear for meet-and-greets and to help capture and create additional content using augmented reality.
The official sponsor of the Qatar 2022 FIFA Men’s World Cup, Adidas still places football at the core of the brand and will also be an official partner of the 2023 FIFA Women’s World Cup (which will take place in Australia and New Zeraland from 20 July to 20 August next year).
“Following the awesome experience we had with the 2022 Women’s Euros in the UK, 2023 will be an amazing opportunity to celebrate how women love and play the game, and to bring more into sport, particularly football,” commented Adidas Global Head Of Marketing Vicky Free.
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