If you think former players spend their retirement sat at home watching football on TV then the opening scenes of Adidas’ latest World Cup ‘All In Or Nothing’ initiative, ‘House Match’, confirm your suspicions.
But when legends Beckham and Zidane then challenge current stars Gareth Bales and Lucas Moura, to an impromptu kick about in Beckham’s house their competitive instincts return and havoc ensues.
The spot, from agency TBWA\Chiat\Day, was created by Linda Knight and John Figone and directed by City Of God’s Fernando Meirelles and Cassiano Prada via 02 Films and Saville.
Meirelles and Prado also linked up to helm last month’s earlier Adidas blockbuster ‘All In Or Nothing’ World Cup commercial fronted by Lionel Messi and scored by Kanye West (see previous case study).
‘Soccer stars are so used to being filmed that they’ve almost become actors. I was amazed to see how collaborative they were,’ commented Meirelles on the filming.
‘Now that Beckham is retired from playing soccer, he could easily move his career straight to acting if he wanted and I mean that. That day’s shoot was pure fun.’
Comment
Adidas is better known for blockbuster, epic World Cup film work, so this more light-hearted and fun approach is a bit of a chance in tactic.
It also adds a different flavour from the more serious ‘Messi’s Dream’ spot that preceded it within the umbrella ‘All In Or Nothing’. (See case study)
Incidentally, Nike’s pre kick-off Pixar-style animated film ‘The Last Game’ also marked a change in creative direction from its more familiar emotionally powerful cinematic commercial style. (See case study)
With 13.7 million YouTube views to date, the spot’s online popularity suggests that not all World Cup commercials have to be cinematic epics.
Plus bringing Beckham back to the forefront of Adidas ‘All In Or Nothing’ at this point seems sensible as the former player is generated extra interest at present through his recent BBC documentary on Brazil and also his high profile appearance alongside Prince William to launch a new joint venture called #WhoseSideAreYouOn (part of the Duke of Cambridge’s United for Wildlife foundation).
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