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.