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Editors' Choice

Suarez, Bale & More Embrace Haters in Blazingly Eclectic Adidas Spot

Iris WorldWide, 2 years, 9 months ago

Editors’ Choice: iris Worldwide enlist Frenzy Paris’ Ernest Desumbila to helm provocative film

Suarez, Bale & More Embrace Haters in Blazingly Eclectic Adidas Spot

adidas has lit a spark under the world of football today by launching their #ThereWillBeHaters campaign; focussed around a provocative new video featuring global football stars such as Luis Suarez, Gareth Bale, James Rodriguez and Karim Benzema.

If you have “haters”, then it’s the ultimate compliment. The best players know that a great performance delivers “hate” from fans and opponents, particularly on social media, which then continues to fuel the confidence to deliver even greater performances. They thrive off it – and they make no apology in doing so.

The film, featuring title track “Battle Royale (Haters Instrumental VIP)” by Apashe, has been released to coincide with the launch of adidas’ new football footwear range for 2015. The adidas adizero f50, Predator, Nitrocharge and 11Pro all sit at the cutting edge of technology, ensuring you will deliver a “haters” performance when you step out onto the field.

The film, which kicks off with the provocative voiceover of “They hate the way you walk. They hate the way you talk…”, features the larger than life personas of ‘Hero’ Gareth Bale, ‘Golden Boy’ James Rodriguez, ‘Target Man’ Luis Suarez, and ‘Hip Hop VIP’ Karim Benzema. The video takes a whirlwind tour of the perceived lives of these players, focussing on their flash lifestyles, over exuberant goal celebrations, possessions and good looks.

The film then goes on to illustrate exactly how, why, and what the haters hate about them the most… their outstanding achievements on the field of play and the boots that drive these incredible performances. “They hate your shiny new boots. They hate your boots… because they wish they were in them”.


Brand: Adidas

Creative Agency

Account Director: Greg Dade

Creative Agency: iris Worldwide

Creative Director: Adam Fish

Designer: Iain Robson

Group Account Director: Simon Yoxall

Managing Partner: Henry Scotland

Producer: Jeremy Muthana

Music and Sound

Sound Design: String and Tins

Post Production / VFX

Post Production House: Limon Studios, Barcelona

VFX Supervisor: Albert Montero Vera

Production Company

Director: Ernest Desumbila

DOP: Borja López Díaz

Producer: Willy Morencé

Production Company: Frenzy Paris

Category: Clothing/fashion , Sports

Genre: Action , People , Visual VFX