A blog for the New Zealand creative advertising industry, now at www.campaignbrief.com/nz. Email news to: michael@campaignbrief.com

Wednesday, July 04, 2007


Two different worlds of Football will meet this summer when David Beckham arrives in America to play for the LA Galaxy. In anticipation of his arrival, adidas created an opportunity for Beckham to meet American Football star Reggie Bush of the New Orleans Saints on the field, so that each could try his hand at the other’s game. The ‘Futbol meets Football’ campaign captures this first-time meeting between the two legendary sportsmen as they trade stories on life and sport while they each learn a new game.
The concept was created and executed by adidas’ global advertising partner 180. The new campaign is a nod to the enduringly popular adidas/180 ‘Kicking it’ campaign from 2003, where Beckham met rugby player Jonny Wilkinson. This time round the campaign has come out of 180 LA - via the new Santa Monica office.
‘Futbol meets Football’ is a PR, online and viral campaign which consists of 15 documentary style films of varied length to be used for web and TV content - co-directed by Aussie expat Richard Bullock, joint ECD of 180 Amsterdam (with Kiwi expat Andy Fackrell). The campaign also includes 50 stills shot by Pulitzer Prize winning photographer David Turnley, who collaborated with 180 earlier this year for the ‘Impossible is Nothing’ campaign. The meeting of the two athletes was deliberately unscripted to get a spontaneous and authentic result. All of the footage can be viewed on the:


  • “What makes this such a great idea and so uniquely adidas”, comments William Gelner, Executive Creative Director of 180 LA, “is just how down-to-earth and likeable the guys are in this whole experience. You get a unique insight into who they are. It totally captures the essence of adidas and the tone of the brand. Which is not about putting athletes on a pedestal and treating them like unattainable superstars; but about allowing them to be themselves. You can see what Beckham and Bush are really
    like as athletes- and as people. This unscripted way of working with athletes allows them have fun and to let loose. This is not advertising in the traditional sense; it’s about making content that’s compelling enough to create its own momentum.”

    Client: adidas USA
    Agency: 180 LA (180\TBWA)
    Richard Bullock: Executive Creative Director
    Andy Fackrell: Executive Creative Director
    William Gelner: Executive Creative Director
    Andy Nordfors - Art Director
    Peter McHugh - Copy Writer
    Tony Stearns - Senior Producer
    Photography: Orchard by Getty Images
    David Turnley: Photographer
    Production Company: Passion Pictures (London)
    Richard Bullock & Dan Gordon - Directors
    Russell McLean - Producer
    Alex Melman - DOP
    Editing: 180 Amsterdam
    Peter Warren - Editor
    Helen de Wit - Producer
    Post Production: The Mill (London)
    Jamie Wilkinson - Colourist
    Robin McGloin - Smoke Artist
    Darren O’Kelly - Post Producer


    Blogger Yetdog said...

    am i missing something here? i burn't out tv director could have banged this together.

    9:38 PM NZST

    Anonymous Anonymous said...

    There appears to have been a dreadful mistake - isn't this blog meant to be for NZ advertising? Or is Whybin planning to do a DM version of this 180 idea and claim it as their own. (Ouch! I AM feeling bitchy tonight..)

    10:02 PM NZST

    Anonymous Anonymous said...

    I think the connection to NZ is the fact that the joint ECD at 180 is kiwi expat Andy Fackell, whose achievements we should all celebrate.

    10:12 PM NZST

    Anonymous Anonymous said...

    Dear Yetdog, yes you are missing something here. It's called where the industry is heading (nothing whatever to do with the quality of directing, in fact a great director is the last thing you want with this idea - go to the netsite and you might understand) and you better get with it or get out.

    10:28 PM NZST

    Anonymous Anonymous said...

    10:12 - "whose achievements we should celebrate." I think you need to get over yourself a bit. We'll all be celebrating if we win the world cup but you think we should all celebrate an ad. Umm dunno about that one.

    8:55 AM NZST

    Anonymous Anonymous said...

    I'm still trying to figure out why you need three ECD's to make a few phone calls meet at a football pitch and say, "David meet Reggie, Reggie - David. We'll leave you two to play for a while." For that matter, what did the copywriter do?

    8:15 AM NZST

    Anonymous TD said...

    I work with NZ sports people and it is great to see someone finally using an athlete correctly in advertising. I'm afraid the majority Advertising out of NZ using sports people to endorse product is complete rubbish (sorry Irene I won't be taking the colestrol challenge with you and Richard McCaw I am struggling to "believe in black"). This ad is showcasing exactly why they these two blokes are famous. and it is letting us into there lives a little bit which is what we crave. Nice ad almost as good as the subaru one with Maz Quinn and the nut case skier guy.

    9:57 AM NZST

    Anonymous Anonymous said...

    td ~ Short for La-hoo-ser!

    2:18 PM NZST


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