Adidas brings together global soccer stars, through a WhatsApp lens.
If you put a bunch of the world’s best soccer players in a WhatsApp group, what would they talk about? They’d be talking about Adidas’ new “Predator Freak” boots—well, according to the brand’s new ad from agency Iris, anyway.
The 2-minute spot follows a WhatsApp group chat set up by former English soccer player and current Inter Miami co-owner David Beckham.
The #Squad chat includes Beckham himself as well as a raft of famous sports stars including French women’s soccer player Wendie Renard; English women’s soccer star Toni Duggan; Manchester United player Paul Pogba; Real Madrid manager Zinedine Zidane; Real Madrid player Marco Asensio; and an American-football cameo from NFL rising star Patrick Mahomes, among many others.
The film sees the sports stars showing pictures and videos of their new Adidas kicks and ends with “everyone is typing” after Beckham asks who’d make the best soccer squad.
On Tuesday, Adidas unveiled its new Predator Freak sneakers, which are designed to be worn on the soccer pitch. Adidas said they have been “engineered to help support athletes to become the best version of themselves.”
Adidas is obviously no stranger to signing big names to its campaigns. Last year, the brand gathered some of the biggest names in music, fashion, sports and art in a new campaign celebrating 50 years of its classic Superstar sneaker.
Skater Jenn Soto, musician Pharrell Williams, rapper Jackson Wang, actress Yara Shahidi, Fortnite streamer Ninja and K-pop group Blackpink all appeared in that celebrity-packed spot by Johannes Leonardo.
Iris’ WhatsApp spot, however, was created in a very different era: the Covid-19 pandemic. After the pandemic essentially ground commercial production to a halt in spring 2020, agencies, brands and production houses found ways to pivot to remote production and generate content in innovative ways.
While some brands have used deepfake technology and sparsely staffed closed sets to work with big-name celebrities, Adidas found a way to pull together more stars than we’ve seen in one place in a long time—while making the end product feel relatable and (somewhat) believable.
Creative Agency: Iris
Production: POPs Production