Adidas kicks off World Cup activity with Messi, Villa and Zidane ad

LONDON - Adidas is kicking off its World Cup marketing activity with an ad starring world player of the year Lionel Messi, alongside David Villa and Zinedine Zidane, called ‘Fast Vs Fast'.

The ad, launched today on the brand's Facebook page, coincides with the launch of its latest boot, the F50 adizero, in Barcelona.

Adidas plans to put the 90 second ad, created by 180 Amsterdam and Riot, on TV in the run-up to the tournament in South Africa from 11 June. The production company was Knucklehead.

The film noir style spot shows Zidane driving a classic car at speed, while Argentina play a match against Spain. Messi and Villa both score and with the match tied a voiceover states: ‘Speed meets speed. And the Gods will decide.'

The ad includes the strapline ‘The lightest, the fastest' before directing consumers to the Adidas facebook page.

Nick Craggs UK marketing director at Adidas, said: ‘We needed a special way to launch the lightest, most technologically advanced boot ever made and the graphic novel with its world of superheroes really lets us showcase the genre defining F50 adiZero.'

The campaign will be supported by a '50 Days of Fast' Facebook push, which features Messi, and other footballers such as Kaka, De Rossi, Simao, Ballack and Gourcuff giving insights on how they think football has developed over the years to become a faster game.

Facebook fans also have the chance to take part in a "fast" knowledge competition to win a pair of new F50s exclusively signed by Messi.

The activity builds upon 2009's ‘The Spark' campaign which featured Zidane and introduced Lionel Messi as ‘The Spark'.

Adidas, along with brands including Coca-Cola, Emirates and Visa, is an official Fifa partner for the 2010 World Cup.

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