Rather than have our football heroes fighting an intergalactic battle against alien invaders in full storm trooper regalia, in this new commercial, Adidas, under the direction of Ferando Merielles (The Constant Gardner, City of God) and Cassiano Prado, has opted to keep its football fantasies grounded in reality.
Kanye West’s unreleased track beats over the commercial, entitled, “Dream: All In or Nothing,” which features some of football’s greats, and Adidas sponsored players—Dani Alves, Bastian Schweinsteiger, Luis Suárez, Xavi, Jordi Alba, Mesut Özil, Robin van Persie, and David Villa, who all exhibit their skills and dedication through rapid edited clips. Meanwhile Merielles takes us into the mind of Messi, the Ballon d’Or winner, who apparently scores goals in his sleep.
Undeniably, Kanye West’s pulsing drums match the player’s intense training and fiery emotions as they prepare for the pending World Cup tournament in Brazil.
And in the spirit of all this hyperbole, Adidas wants to remind us that, “Destiny is not fate. You have a choice. Fear or be feared. Hunt or be hunted. Evolve or die. Now or never. It’s black or white. All in or nothing.” Which we assume means that Adidas really, really want us to buy a pair of its cleats.