Adidas ads get a World Cup theme

Leagas Delaney underlines Adidas’s commitment to football in two dramatic new commercials supporting the brand’s sponsorship of the 1998 World Cup.

Leagas Delaney underlines Adidas’s commitment to football in two

dramatic new commercials supporting the brand’s sponsorship of the 1998

World Cup.



The films, ’the match’ and ’after’, are shot in black and white and are

backed by a remix of the Massive Attack track, Angler, which will

feature on the band’s new album. The films use the endline, ’soccer

re-invented’.



’The match’ shows four Adidas-sponsored players - David Beckham,

Alessandro Del Piero, Zinedine Zidane and Patrick Kluivert - in a

stylised training environment. In one scene, Del Piero walks past a

massive concrete wall studded with pairs of football boots. He takes a

pair from a slot emblazoned with his name. The film ends with Zidane

standing in the vast Stade de France arena, the venue for the biggest

games of the tournament.



A voiceover proclaims: ’Seven hundred of the world’s best players, a

ball that is faster and truer, boots that make those players even more

powerful. World Cup 98. It’s about those who love the game enough to do

something about it.’



The second film, ’after’, aims to highlight Adidas’s on-going pledge to

the game. The film opens post-World Cup with a shot of the tunnel

leading to the deserted stadium. The voiceover announces: ’Long after

the fans and players have gone home, the four billion TV watchers have

switched off and all the others have taken their billboards down, one

company will still be there, pushing to make a ball go even faster,

boots that make players even more powerful. Because to us each World Cup

is a signpost, not a destination.’



The ads were written by Tim Delaney, Leagas Delaney’s executive creative

director, and art directed by Warren Eakins. They were directed by Mehdi

Norowzian through Joy Films



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