Campaign: Football Anthem
Brand: Adidas
Agency: TBWA\Neboko
Why the campaign rocks:
This campaign effectively leverages storytelling, emotional connections, and relatable messaging to resonate with a broad audience, cementing Adidas’ status as a champion of the human spirit.
Football Anthem, created by TBWA\Neboko, stands as a testament to the enduring resilience of athletes. Adidas focuses on the immense pressure athletes face, especially in high-stakes environments. Featuring a star-studded lineup with Lionel Messi and Jude Bellingham, and narrated by David Beckham, the campaign uses soundbytes from media reports to create an atmosphere of tension. The choice of Queen’s iconic song “Under Pressure” as the soundtrack amplifies this feeling.
But instead of succumbing to pressure, the athletes in the film use it to their advantage, converting what could be seen as noise and distraction into a driving force for success. While the film features elite athletes, its message speaks to anyone who has ever faced the weight of expectations. Football Anthem strikes a chord with audiences across the world, reinforcing Adidas’ place as a brand that celebrates not just sport, but the human spirit.