The world is happily suffering of the 2018 World Cup fever, and brands are rejoicing at this. Adidas is one of those that jumped on the football trend with its latest campaign consisting of a trio of films, two of which feature the sport’s newest sensations: Gabriel Jesus and Mo Salah.
At the core of the very cinematic project is the positive message “Here to create”, which is illustrated by the narratives of the videos. The first story is that of Gabriel Jesus, a Brazilian footballer who, last World Cup, was just a 16 year-old teenager painting the streets of his district, Jardim Peri, situated in the famous city Sao Paulo. He talks about his journey from a little boy playing football in the street, to painter, to World Cup player. Jesus encourages people to dream, using his story as proof that anything can happen. At the end of the film, there’s a text that reads the campaign’s message, suggesting he is here to create history.
The second ad of the series shows the emotions, the pressure and the atmosphere players experience on the field. Mo Salah, the star of this film, explains how the large number of people calling his name when he’s out there doing his magic with the ball, inspire him to create. The images alternate between black and white and colour, building a strongly emotional footage.
In the third and last video, Spain citizens, including some big football names like Iker Casillas, demand passion, greatness and creativity of their national team. A child looks straight into the camera and convincingly tells Spain’s team “Show me something I can tell my grandkids about”. Another man assertively says “I want that cup. I want gold”, and is followed by a woman agreeing with him by forcefully saying “Me too”.
The film trio created by Iris, the agency appointed as Adidas’ Footballs Lead Global Agency, adopts the language of the country where each featured footballer is from, and uses English subtitles. This makes the message of the campaign stronger, and wonderfully depicts that the World Cup is rendered a phenomenon by a multitude of nations that made history in this sport.