The advert is the first step in Adidas’ global World Cup ad campaign, and it premiered during the UEFA Champions League final between Real Madrid and Atletico Madrid. Before their campaign began Adidas confirmed that it was their biggest promotional push in their history.
It’s believed to have cost them around $75 million to execute. The advert was directed by Brazilian filmmaker Fernando Meirelles and it is called Leo Messi’s World Cup Dream.
It also features several of the best soccer players in the world too, including Luis Suarez and Dani Alves and it uses the strapline, “All in or Nothing.” You can watch the advert below:
And it appears to have already struck a chord with viewers as it has been watched just under 25 million times in 24 hours.
Adidas’ YouTube page also dramatically described the advert:
Stepping on to the biggest stage in world football means your wildest dreams or worst nightmares can become a reality. Leo Messi and all players going to battle in Brazil have a choice to make — all in or nothing.
To win the 2014 FIFA World Cup™, there is only one way to play: all in.
The battleground is no place for the unprepared. Dani Alves, Bastian Schweinsteiger, Luis Suárez, Xavi, Jordi Alba, Mesut Özil, Robin van Persie and David Villa know that boundaries must be pushed. They know there’s only one way to play with the whole world watching.
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.
The adidas Football channel brings you the world of cutting edge football. Gain exclusive access to our players, go behind the scenes with our teams and be the first to see the latest innovations in football. adidas Football’s mission is to push the limits of the game forward, driving the performances of Messi, Bale, Van Persie and Sunday League players around the world.
Tom Ramsden, the global brand marketing director for Adidas football, discussed the strategy behind their campaign. “Giving anything less than everything will not win the World Cup,” he explained. “We are incredibly proud of this film and the entire ‘all in or nothing’ campaign.”
West’s new song for the advert is entitled, “God Level.”