To celebrate the steely determination and resilience of the world’s top footballers to inspire the next generation of players, February saw Adidas Football launch a new long-form content series called ‘Unfair Advantage’.
Created in harness with agency We Are Social Sport (with production by We Are Social Studios), this four-part film series is fronted by soccer stars from the brand’s endorser stable and also promotes the release of the new adidas Predator 20 football boot.
Fronted by adidas Football’s biggest stars across both the men’s and women’s games, the players participate in honest, intimate and hard-hitting interviews in which they discuss the darkest moments and greatest challenges of their careers and how they themselves responded to adversity.
The debut film in the long-form video series stars David Beckham and is amplified across adidas Football’s global YouTube and IGTV channels as well as its other social channels.
The poignant, thoughtful video sees Beckham focus on the events around the infamous kick which saw him sent off in a game against Argentina during the 1998 FIFA World Cup in France which saw England knocked out of the tournament and Beckham vilified and demonised by the UK press.
This soul-searching spot sees Beckham open up about the event and how it motivated him to refocus, work harder and become arguable his country’s most famous footballi export.
The campaign was created for adidas Football Global Brand Marketing Manager Fabian Staudinger, Senior Global Social Manager Kate Waters and Director of PR and Social Media Will Ulbricht by a team at We Are Social Sport.
The agency team included Director Joe Weston, ECD Gareth Leeding, Associate Editorial Director Dan Parker, Senior Creatives Hayden Peek, Emma Townley and Rob James, Senior Producer Jen Lawlor, Senior Account Director Dan Moseley, Senior Account Manager Gianluca Freschi, Motion Designers Giulia Mazzucconi and Jake Farmer, Editor Remi Aaron, Director Scott Carthy, Director of Photography Anna MacDonald, Colour Producer Melissa Trindale, Colourist Tim Smith and B Cam Director of Photography Jon Muschamp.
Music and sound production was by Charlie Alford, the colour house was Cheat, with sound mix handled by Old Street Studios
Links:
Adidas Football
https://www.adidas.com/football
https://www.youtube.com/user/adidasfootballtv
https://www.instagram.com/adidasfootball/
https://twitter.com/adidasfootball
https://www.facebook.com/adidasfootball
We Are Social Sport
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