Adidas & EA Sports "Play connected" by Adam & Eve/DDB

Adidas has unveiled a campaign to promote its new data-driven product GMR (pronounced "gamer"), which translates real-life football skills to improve players' performance in EA Sports' Fifa Mobile.

Featuring Juventus striker Paulo Dybala, "Play connected" follows tech-wearing footy fans as they play the beautiful game, improving their team in Fifa Mobile along the way.

The spot will be followed by a product demo film, as well as "skills videos" explaining how GMR works. Another online ad shows footballers as they hide GMR tech inside boots around the world ahead of the product’s release on 10 March.

It was created by Simone Warme and Jeppe Vidstrup, and directed by Pedro Martin-Calero through Blink.

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