Creativity

The Adidas World Cup ad is jam-packed with 56 famous 'creators'

Blink and you might miss one of them in ad from 72andSunny

By Alexandra Jardine. Published on Jun 04, 2018

Editor's Pick

Could Adidas pack any more celebrity "creators" into its World Cup ad? It seems unlikely.

Yes, it features the likes of David Beckham, Paul Pogba and Lionel Messi, but the spot goes far beyond just soccer legends: in total, there are 56 well-known athletes, performers and celebrities in the 90-second ad, including Caroline Wozniacki, Karlie Kloss, Pharrell Williams, Gabriel Jesus and Jose Mourinho.

Viewers are escorted through a "backstage" of a huge arena where Mourinho directs Luis Suarez, Von Miller, Gabriel Jesus, Karlie Kloss and more to a stage. Rapper A$AP Ferg acts as MC, repeatedly telling us: "Creativity is the answer" as we see Pogba modeling the Adidas Predator Tango 18+ Street, Adidas Tango squads playing five-a-side and freestyle soccer player Caitlyn Schrepfer playing alongside Mo Salah and Dele Alli. The film closes with Messi tearing up a sheet of "the rules" and Pharrell Williams passing the mic to the viewer, and saying: "It's over to you".

Famous face-wise, it's blink-and-you'll miss-it stuff, but connossieurs are bound to have fun spotting all the different names. The whole effect is a bit like a massive, noisy, celebrity-packed circus-slash-club night. Manu Cossu at Iconoclast directed the film, for 72andSunny Amsterdam.

There's also a clever personalization element to the campaign: in addition to the main spot seen here, viewers in six different key cities for Adidas (New York, London, Shanghai, Tokyo, Paris and Los Angeles) will be served different content tailored to their regions. Each different version will feature "creators" that are shaping sport culture in their city.

Meanwhile, on social, people are invited to post their own content with the hashtag #HereToCreate on the Adidas Twitter, Instagram and Facebook channels.

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Credits

Date
Jun 04, 2018
Client:
Adidas
Agency:
72andSunny Amsterdam
Global Vice President, Global Communications:
Ryan Morlan
Global Vice President, Global Communications:
Ryan Morlan
Global Vice President, Global Communications:
Ryan Morlan
Senior Director, Global Brand Communications:
Lia Stierwalt
Senior Director, Global Brand Communications:
Lia Stierwalt
Senior Director, Global Brand Communications:
Lia Stierwalt
Director, Global Brand Communications:
Kate Boltin
Director, Global Brand Communications:
Kate Boltin
Director, Global Brand Communications:
Kate Boltin
r Manager of Global Brand Communications:
Adam Daysh
r Manager of Global Brand Communications:
Adam Daysh
r Manager of Global Brand Communications:
Adam Daysh
Director, Global Brand Comms:
Jenny Chen
Director, Global Brand Comms:
Jenny Chen
Director, Global Brand Comms:
Jenny Chen
Assistant Manager, Global Brand Comms:
Madeline Dennison
Assistant Manager, Global Brand Comms:
Madeline Dennison
Assistant Manager, Global Brand Comms:
Madeline Dennison
Vice President, Global Brand Comms Football:
Florian Alt
Vice President, Global Brand Comms Football:
Florian Alt
Vice President, Global Brand Comms Football:
Florian Alt
Senior Director, Global Brand Comms Football:
Matthew Davidson
Senior Director, Global Brand Comms Football:
Matthew Davidson
Senior Director, Global Brand Comms Football:
Matthew Davidson
Senior Brand Manager, Global Brand Comms Football:
James Thexton
Senior Brand Manager, Global Brand Comms Football:
James Thexton
Senior Brand Manager, Global Brand Comms Football:
James Thexton
Senior Director, Global Brand Marketing Operations and Production:
John van Tuyll
Senior Director, Global Brand Marketing Operations and Production:
John van Tuyll
Senior Director, Global Brand Marketing Operations and Production:
John van Tuyll
Director, Creative Shoot and Production:
Kirstin Mellqvist
Director, Creative Shoot and Production:
Kirstin Mellqvist
Director, Creative Shoot and Production:
Kirstin Mellqvist
Senior Manager, Creative Shoot and Production:
Meagen Moore
Senior Manager, Creative Shoot and Production:
Meagen Moore
Senior Manager, Creative Shoot and Production:
Meagen Moore
Senior Creative Production and Shoot Manager:
Eleanor Fitzgerald
Senior Creative Production and Shoot Manager:
Eleanor Fitzgerald
Senior Creative Production and Shoot Manager:
Eleanor Fitzgerald
Assistant Creative Shoot and Production Manager:
Martine Nash
Assistant Creative Shoot and Production Manager:
Martine Nash
Assistant Creative Shoot and Production Manager:
Martine Nash
Creative Shoot and Production Manager:
Katarina Pepichova
Creative Shoot and Production Manager:
Katarina Pepichova
Creative Shoot and Production Manager:
Katarina Pepichova
Executive Creative Director:
Stuart Harkness
Executive Creative Director:
Stuart Harkness
Executive Creative Director:
Stuart Harkness
Executive Creative Director:
Carlo Cavallone
Executive Creative Director:
Carlo Cavallone
Executive Creative Director:
Carlo Cavallone
Executive Creative Director APAC:
Johnny Tan
Executive Creative Director APAC:
Johnny Tan
Executive Creative Director APAC:
Johnny Tan
Creative Director:
Simon Schmitt
Creative Director:
Simon Schmitt
Creative Director:
Simon Schmitt
Creative Director:
Emiliano Trierveiler
Creative Director:
Emiliano Trierveiler
Creative Director:
Emiliano Trierveiler
Senior Writer:
Carlos Font
Senior Writer:
Carlos Font
Senior Writer:
Carlos Font
Writer:
Jorgen Sibbern
Writer:
Jorgen Sibbern
Writer:
Jorgen Sibbern
Writer:
Shan Shan Quan
Writer:
Shan Shan Quan
Writer:
Shan Shan Quan
Art Director:
Domingo de la Villa
Art Director:
Domingo de la Villa
Art Director:
Domingo de la Villa
Art Director:
Matteo Gallinelli
Art Director:
Matteo Gallinelli
Art Director:
Matteo Gallinelli
Creative Technologist:
Gabor Szalatnyai
Creative Technologist:
Gabor Szalatnyai
Creative Technologist:
Gabor Szalatnyai
Managing Director:
Nic Owen
Managing Director:
Nic Owen
Managing Director:
Nic Owen
Group Brand Director:
Bassam Abdel-Rahman
Group Brand Director:
Bassam Abdel-Rahman
Group Brand Director:
Bassam Abdel-Rahman
Brand Director:
Stéphane Février
Brand Director:
Stéphane Février
Brand Director:
Stéphane Février
Brand Manager:
Rico Oyejobi
Brand Manager:
Rico Oyejobi
Brand Manager:
Rico Oyejobi
Brand Manager:
Abigael Smith
Brand Manager:
Abigael Smith
Brand Manager:
Abigael Smith
Brand Coordinator:
Alejandra Arbiol
Brand Coordinator:
Alejandra Arbiol
Brand Coordinator:
Alejandra Arbiol
Director, Production:
Stephanie Oakley
Director, Production:
Stephanie Oakley
Director, Production:
Stephanie Oakley
Executive Producer:
Kerli Teo
Executive Producer:
Kerli Teo
Executive Producer:
Kerli Teo
Producer:
Yaya Zhang
Producer:
Yaya Zhang
Producer:
Yaya Zhang
Senior Producer:
Jennifer Chien
Senior Producer:
Jennifer Chien
Senior Producer:
Jennifer Chien
Senior Producer:
Enrico Toeschi
Senior Producer:
Enrico Toeschi
Senior Producer:
Enrico Toeschi
Senior Producer:
Neil Henry
Senior Producer:
Neil Henry
Senior Producer:
Neil Henry
Senior Producer:
Yago Carvajal
Senior Producer:
Yago Carvajal
Senior Producer:
Yago Carvajal
Producer:
Ricardo Hieber
Producer:
Ricardo Hieber
Producer:
Ricardo Hieber
Junior Producer:
Danny Nouri
Junior Producer:
Danny Nouri
Junior Producer:
Danny Nouri
Junior Producer:
Matt Marty
Junior Producer:
Matt Marty
Junior Producer:
Matt Marty
Director, Strategy:
Maximilian Weigl
Director, Strategy:
Maximilian Weigl
Director, Strategy:
Maximilian Weigl
Director, Strategy:
Danny Feeney
Director, Strategy:
Danny Feeney
Director, Strategy:
Danny Feeney
Sr Communication Strategist:
Ruro Efue
Sr Communication Strategist:
Ruro Efue
Sr Communication Strategist:
Ruro Efue
Communications Strategist:
Nathan Makan
Communications Strategist:
Nathan Makan
Communications Strategist:
Nathan Makan
Strategist:
Carl Jonsson
Strategist:
Carl Jonsson
Strategist:
Carl Jonsson
Cultural Researcher:
Nastassja Bonnabel
Cultural Researcher:
Nastassja Bonnabel
Cultural Researcher:
Nastassja Bonnabel
Business Affairs Director:
Madelon Pol
Business Affairs Director:
Madelon Pol
Business Affairs Director:
Madelon Pol
Business Affairs Director:
Nora Adams
Business Affairs Director:
Nora Adams
Business Affairs Director:
Nora Adams
Business Affairs Manager:
Melita Watt
Business Affairs Manager:
Melita Watt
Business Affairs Manager:
Melita Watt
Business Affairs Manager:
Belen Jerez
Business Affairs Manager:
Belen Jerez
Business Affairs Manager:
Belen Jerez
Business Affairs Manager:
Julie Katsoula
Business Affairs Manager:
Julie Katsoula
Business Affairs Manager:
Julie Katsoula
Production Company:
Hecho
Production Company:
Hecho
Production Company:
Hecho
Director:
Leonardo Cosme
Director:
Leonardo Cosme
Director:
Leonardo Cosme
Sr Studio Manager:
Tanya Funnell
Sr Studio Manager:
Tanya Funnell
Sr Studio Manager:
Tanya Funnell
Producer/Studio Coordinator:
Ashlie Hutber
Producer/Studio Coordinator:
Ashlie Hutber
Producer/Studio Coordinator:
Ashlie Hutber
Studio Coordinator:
Jackie Sevcik
Studio Coordinator:
Jackie Sevcik
Studio Coordinator:
Jackie Sevcik
Designer:
Dave Renton
Designer:
Dave Renton
Designer:
Dave Renton
Designer:
Tim Berklemans
Designer:
Tim Berklemans
Designer:
Tim Berklemans
Designer:
Josh Harris
Designer:
Josh Harris
Designer:
Josh Harris
Designer:
Jack Catterall
Designer:
Jack Catterall
Designer:
Jack Catterall
Production Company:
Iconoclast
Production Company:
Iconoclast
Production Company:
Iconoclast
Director:
Manu Cossu
Director:
Manu Cossu
Director:
Manu Cossu
Director B Team:
So Me
Director, Photography:
Andre Chemetoff
Director, Photography B Team:
Benoit Soler
Executive Producer:
Charlotte Marmion
Producer:
Fran Thompson
Producer:
Charlotte Woodhead
Production Manager:
Lucy Tate
Post Production Company:
The Mill
Executive Producer:
Reece Ewing
Executive Producer:
Misha Stanford-Harris
Producer:
Sean Francis
Production Assistant:
Ellie Thwaites
Shoot Attend:
Pete Smith
Lead Artist:
Alan Williamson
3D Artist:
Finlay Crowther
3D Artist:
Laurent Giaume
3D Artist:
Katherine Ross
3D Artist:
Edward Hicks
3D Artist:
Vicky McIntyre
3D Artist:
Maxime Cronier
3D Artist:
Gabrielius Burokas
3D Artist:
Jack Harris
3D Artist:
James Hansell
Design:
Theo Gibara
Design:
Oliver Johnson
Design:
Kenny Addeh
2D Lead Artist:
Kenny Ant Walsham
Creative Director:
Dan Williams
2D Artist:
James Maclachlan
2D Artist:
Carl Norton
2D Artist:
Olivia O'Neil
2D Artist:
Joseph Dymond
2D Artist:
Declan Andrews
2D Artist:
Charles Dockerill
2D Artist:
Frederic Heymans
2D Artist:
Rebecca Clay
2D Artist:
Milo Paterson
Online Artist:
Richard Payne
Online Artist:
James Pratt
Online Artist:
Nick Sze
Online Artist:
Gavin Marler
Editorial Company:
Work
Editor:
Jono Griffith
Editor:
Charlie Moreton
Editor:
Anne Perri
Editor:
Hasani Franke
Assistant Editor:
Hasani Franke
Assistant Editor:
Jamie Hodgson
Assistant Editor:
Ellie McNaughtan
Executive Producer:
Julian Marshall
Producer:
Winnie O'Neil
Producer:
Ella Sedgwick
Post Production Company:
The Mill
Colorist:
Oisin O'Driscoll
Color Assistant:
Thomas Mangham
Color Assistant:
Brendan Buckingham
Color Assistant:
Daniel Levy
Audio Post Production:
Wave Studios
Sound Designer and Mixer:
Ed Downham
Assistant Sound Editor:
Jonny Platt
Audio Producer:
Ben Tomlin

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