Adidas jumps on the World Cup trend by featuring Mo Salah and Gabriel Jesus in new campaign

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.

gabriel jesus
Source: Adidas Football Twitter

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.

mo salah
Source: Adidas, Daily Mail

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”.

Source: Adidas – Spain | Demand Greatness on Youtube

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.


BBC Creative produces embroidered advertising campaign

To advertise the 2018 World Cup, BBC Creative produced an advertisement in which every scene is embroidered.

Behind the brilliant idea of creating a tapestry and turning it into an animation is the creative duo made of Xander Hart and Edward Usher. The brief they received was simple: focus on the historical significance of the World Cup.

Edward Usher admits in an interview for the Drum where the duo explains the process that went into the commercial that: “The World Cup is a hugely uniting moment for the nation”. And it is easy to see the impact of this highly acclaimed football tournament from their vibrant animation, which shows important figures such as Zinedine Zidane made out of thread.

The animation, directed by Nicos Livesey, presents a colour palette reminiscent of Russian culture, a colour palette that plays beautifully on the rhythms of the adjusted Russian folk song “Ochi Cherney”. But it isn’t “too Russian”. Xander Hart tells the Drum: “We wanted to keep it kind of contemporary”. And they did so by making an animation out of an enormous tapestry which records key moments from previous World Cups.

The reason why they worked with  thread is because they wanted to produce something long-lasting. In the same interview, Edward Usher says “We decided that we wanted to make a real tapestry because we thought it would be amazing to have something that would last”.

The duo created something durable not only for the screens, but also for the public to see in flesh. According to Creative Review, a 7 meter tapestry showcasing events from past World Cups together with this year’s tournament will be made public.