It’s been 7 years since Adidas released this advertisement. But even today, it remains one of my favorite and most memorable commercials. It’s also the reason why emotionally, I’m in love with Adidas.
Take a look:
Andy Fackrell, Creative Director of 180, the firm that led this effort, explains the concept:
“The adidas commercial for the FIFA World Cup is based on our own childhood memory… After watching a football game, we used to run outside, recreate our own teams and re-play the match we had just seen. We tried to make every little kid’s dream come alive – getting to pick your own team and being able to choose from the world’s biggest football stars!”
Both Nike and Adidas have created memorable adverts for their products. But what stood out in this specific World Cup 2006 spot was the humanity and heart rooted in football. It captured the innocence and beauty that comes with playing the game as a child.
After seeing this commercial I thought back to my childhood and how my cousins and I would always fight over whom we wanted “to be” on the soccer field.
“Pedro wants to be Luis Garcia. But I’m older! I get to be Luis Garcia!”
Nike has the market share of athletic products in the US, with soccer leading the way. I asked the store clerk of Modesto’s “Soccer Pro” why Nike sells better than Adidas.
“Nike is just cooler man. Everyone wants the swoosh.”
But adidas’ position is rooted in something more visceral and innate. With this commercial, it speaks to our inner kid and reminds us of the childhood dreams that are hidden behind daily problems, struggles and distractions. When I wear adidas, I feel like a kid again. And to me, that’s more important than feeling cool.
I like both brands. A lot. But as far as advertisments goes, I’m picking adidas. This advert was not only memorable and effective, but it was human. It understands me and where I come from. That may not be as impressive as outrunning a car, but I never wanted to outrun a car. I wanted to play soccer.