Today adidas announces the launch of its global football campaign for 2007; ‘Predator vs. F50’. The new campaign, featuring the world’s best footballers, tells the story of two different clubs Predator F.C. and F50 Club de Fútbol. The Predator Football Club team features David Beckham, Michael Ballack, Kaká and Juan Román Riquelme among others, while the F50 Club de Fútbol has stars such as Lionel Messi, Arjen Robben, Lukas Podolski and Fred on its roster. Both clubs have very distinct personalities, club colors and crests which personify the characteristics of the two football boots competing against each other to finally determine the world’s leading football club.
The campaign uses the two different football boots Predator® and +F50 TUNIT to identify two unique styles of football. This divides the world of football into two different teams: Predator or F50. Predator embodies teamwork, determination and precision, whereas the F50 team favors flair, flamboyance and speed. These distinct personalities are encapsulated in the Predator’s club motto ‘Every team needs a hero’ and the F50’s club motto ‘Every hero needs a team’.
“The football excitement is based on teams competing against each other; great football
rivalries exist all over the world. With ‘Predator vs. F50‘ we continue communicating the idea of ‘team’ and our brand attitude ‘Impossible is Nothing’ in an inspirational way,” said Erich Stamminger, President and CEO of the adidas Brand and Executive Board member of the adidas Group.
Andy Fackrell, 180 Executive Creative Director comments: “It's a heavyweight bout; the two best football boots going at each other for bragging rights. Both have distinctive personalities; the upstart versus the boss."
‘Predator vs. F50’ is an integrated global advertising campaign including global and local versions for print, point-of-sale, public relations and on-line and kicks off on November 15, followed by a global roll-out leading into 2007. The campaign was developed by adidas’ global advertising agency independent 180 Amsterdam.
The images were shot by the photographer Robert Wilson, son of the legendary Arsenal goalkeeper Bob Wilson, who also shot the images for adidas / 180’s +10 FIFA World Cup campaign. The animated film was directed by Simon Robson at Nexus Productions.
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