NEWS: Leagas Delaney picks football stars for Adidas Euro 96 push

Leagas Delaney has unveiled five Adidas commercials for the Euro 96 football championships, each of which features a top European player.

Leagas Delaney has unveiled five Adidas commercials for the Euro 96

football championships, each of which features a top European player.



The aim of the campaign is to enhance Adidas’s stature as a leading

football brand by linking its hi-tech boots to the stars who wear them.



The films dramatise the character, playing style and skill of individual

stars, who are each given a nickname. Paul Gascoigne, for example, is

dubbed ‘the magician’, Marcel Desailly is ‘the rock’, Alessandro Del

Piero ‘the artist’, Fernando Hierro ‘the locomotive’ and Matthias Sammer

is referred to as ‘firehead’.



The 30-second ads will run throughout the tournament on national UK TV

and across Europe, South America, the Middle East and Asia.



The first ad, which was shot in black and white by Mehdi Norowzian

through Joy Films, features a massive metal ball demolishing a building.

The ball flies off its chain and rushes towards Desailly, who stops it

with his rock-like chest. He then kicks it as if it were a normal

football, smashing it through a stone wall. The ad was written by Will

Farquhar and art directed by Ian Ducker.



The second spot portrays Del Piero as a character in a Renaissance

painting. He does some fancy foot-work, watched by an admiring crowd,

all of whom are dressed in period costume in a picture that appears to

be cracked and muted in colour due to age.



Finally, Del Piero kicks the ball past a goalkeeper who is sitting in

the clouds at the top of the picture. The film was directed by Jerry

Hibbert through Hibbert Ralph, written by Rob Burleigh and Tim Delaney

and art directed by Dave Beverley.



Another film shows Gascoigne performing amazing tricks with a football

while a miserable, elderly magician watches. At one point, Gascoigne

cheekily covers the magician’s head with a lampshade. The black-and-

white film was directed by Norowzian through Joy Films. It was written

by Kim Papworth and art directed by Tony Davidson.



Media is also being bought by the agency.