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Zidane stars in new adidas campaign

Advertising

Posted by Eliza Williams, 1 June 2009, 10:07    Permalink    Comments (12)

adidas print campaign, design director: Julian Wade, art directors: Daniel Carlsson, Alan von Lutzau

Blockbuster ad campaigns are rather thin on the ground this year, so it's good to see this epic new ad for adidas from 180 Amsterdam, which stars Zinedine Zidane.

 

Every Team Needs The Spark adidas spot, agency: 180 Amsterdam, exec creative directors: Andy Fackrell, Richard Bullock, creatives: Peter Albores, Martin Terhart, production company: MJZ, director: Rupert Sanders

The campaign launches the new adidas F50i football boot, and begins with this TV and cinema spot (directed by Rupert Sanders) which introduces the graphic novel style that runs throughout the whole campaign. The spot stars the ever-enigmatic Zidane as a mysterious storyteller in search of the perfect football team. Zidane's journey begins in Buenos Aires, where he seeks out the Barcelona FC player Lionel Messi, aka The Spark, and reveals the story behind Messi's alter ego. The graphic novel look also appears in the posters for the campaign. Further content accompanying will be released online at adidas.com/football over the summer.

12 Comments

I love this campaign! Creates a great atmosphere and I love the dark feel to the adverts.
Kelvin
2009-06-01 14:50:21

What a big leg he has
Ross
2009-06-01 16:13:15

I thought something good was going to happen.
Elk
2009-06-01 23:56:25

In the poster ad, it looks like Zidane has been teaching Messi how to head-but more effectively!(?)
Here it is again, for those who forgot: http://www.youtube.com/watch?v=vF4iWIE77Ts
Martin Delin
2009-06-02 09:29:26

I don't why, and this isn't exactly a great critique, but I HATE this.

Adidas do incredible work, but this feels like something Nike would have produced in the late 90's.

I find it self-indulgent and cold. It doesn't feel like Adidas to me at all.

Plus Zidane is incredibly wooden on camera compared to the likes of Cantona.
Matt
2009-06-02 16:12:04

I like...something rather different than what is saturating the market right now. The only thing I question is the font choice...rather "JAWS" type and the fact that spark rhymes with shark. I would have gone another route for the font and the distortion of it.

Besides that...this ad on a billboard type scale advertisement...ummm...yeah...it works for me...too bad I love Nike.
DEKOimages
2009-06-02 23:12:47

I wish Adidas would pay me millions to rip off Sin City.
Oliver Reed
2009-06-09 15:56:24

The new F50i logo is really cool, much better than there previous efforts.
Mark
2009-06-10 00:09:10

I'm down with Oliver, although I was going to say The Spirit, same difference never the less.
Benevolent
2009-06-10 06:36:18

The logo is really cool,the Nike Air Max too.
Yangmi
2009-08-01 23:35:30

I love this idea!!!
screena
2009-08-10 15:23:28

Yes Messi!
Joe
2011-06-10 12:44:00

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