The format adds a sense of authenticity and steadily builds tension throughout, engaging both football fans and the wider public.
7 / 10
Hard work, dedication and sticking to the rules are no longer enough to make it big in sports, according to Adidas. True athletes need to be creators, both on and off the pitch.
The brand’s latest advert, created in collaboration with agency 72andSunny, showcases why football star Paul Pogba, embodies this creative spirit.
The ad follows Pogba’s journey from playing street football in France as a boy, right up to manhood and becoming the talented Manchester United football player the world has come to love.
The spot showcases his unique style of football and even includes those cringey teenage moments he would rather forget.
Shot in a documentary-style, the format adds a sense of authenticity and steadily builds tension throughout, engaging both football fans and the wider public.
In fact, the spot takes a more light hearted approach to storytelling in comparison to Adidas’ recent "Find focus" campaign, which featured stars including Ana Ivanovic and James Harden, focusing on the individual and the theme of concentration.
"Football needs creators" is comparatively humorous, appealing to a wider demographic. It forms part of Adidas’ "Sport needs creators" campaign highlighting the need for spontaneity and fresh faces in sports.
However, the film seems more thematically in line with rival brand Nike’s "Unlimited you" advert, which showcases various people’s journeys from "newby" to sports superstars.
Both brands focus on personal storytelling as a means of engaging their consumers. They inspire the next generation of athletes with unique insights into the lives of their heroes.