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adidas unveils new F50i boot TV ad- 28 May 2009 00:00:00

adidas has launched a TV advertising campaign for its new F50i football boot featuring Barcelona star Lionel Messi at the half-time break during last night’s Champions League final.

The ad campaign, which has been styled like a graphic novel, features Messi alongside another footballing legend, Zinedine Zidane.

Messi appears as ‘The Spark’ with Zidane acting as the enigmatic storyteller providing the voiceover. Zidane travels to Buenos Aires to search out the legend that is Messi – and to find out more about The Spark’s game changing moments. 

Messi is the global symbol for the F50i with the pacy  winger representing the lighting quick, game changing style of the boot according to adidas. 

The campaign features a 90 second long format film, plus multiple trailers and ongoing content that fully evolve the initial story online.

Made in a film noir style, the campaign is narrated by Zidane as the voice for what ‘Every Team Needs’.

The integrated campaign maintains a distinct graphic novel style across print, retail, digital, events, ground activation and even gaming. It is also being supported by an innovative piece of activity with the social media networking site bragster.com.

The global launch made during the showpiece Champions League final, which saw Barcelona beat Manchester United 2-0, will be followed by a cross-channel roll out, including TV, across all regions from 6th June onwards.

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