Tonight, the Premier League season gets back underway. For football fans, it will have been 89 long days without the particular brand of excitement arguably the greatest league in the world is known for.
After months of players (and more importantly their agents) chasing down deals with new or existing clubs it’s finally time to pull on a pair of boots and start playing.
This idea of responsibility is at the heart of the new campaign from Iris – ‘The Deal’. Produced to coincide with adidas’ FW19 football boot pack and its new Hardwired boots, the ad shows the world’s biggest players outlining the terms and conditions those who pull on a pair of the boots must adhere to.
Real Madrid playmaker Isco tell us that ‘If you want these boots. Take them into the unknown.’ That’s because the deal adidas talks about isn’t one of six figure pay cheques, or goal bonuses, it’s about a responsibility to be irresponsible; to show spectators the impossible; and to make the pitch your playground. You must take the deal and agree to the conditions set by adidas. And if you’re not up to it, then you can go elsewhere.
It’s a striking message aimed at 14 to 21-year-old footballers. And despite using the star power of the players featured, the tone is more about taking the game seriously and not the noise around it.
Other players featured include Paul Pogba, Vivianne Miedema, Lionel Messi and Mo Salah. Vibrant RGB light passes over the players’ faces as they morph into one another. Whilst the ad is interspersed with striking imagery that depicts metaphors relevant to those playing at the highest level – crocodile jaws representing the running mouths of critics, diamonds carved from the rough, leopards striking on instinct. It all evokes the product's modern and cutting-edge technology.
The ad will appear across Europe, APAC and North and Latin America, on adidas' football social channels, as well as on those accounts of the players featured.
It all ends with the brand's tagline ‘Dare to Create’ which is an encouraging cry for players to ensure the pledge at the heart of their playing is one made to themselves, to the boots, and to football.