Adidas' "Never follow" campaign, created by Iris Worldwide, moves away from the usual lionisation of football players, instead encouraging the viewer to create their own style of play.
The creative sees Pogba admonishing the viewer: "You ain't never be me". But an invisible voice answers back: "You! I don't wanna be you!" The speaker launches into a rap-style poem about how he doesn't want Pogba's shirt, face or fame. He concludes: "I just want your boots." The film was directed by Adam Smith through RSA Films.
The campaign promotes a limited edition collection of Adidas football boots in red, particularly the Ace 17+ Pure Control worn by Pogba.
Adidas last year scrapped several boot lines and introduced the X and Ace boot ranges, with the philosophy that there are two types of player – one that controls and another that mixes things up with chaos.