Adidas simply used WhatsApp to create probably the most star-studded advert of the socially distant period
If you put a group of the world's top soccer players on a WhatsApp group, what would they be talking about? They would talk about Adidas' new "Predator Freak" boots – at least according to the new ad from the Iris agency.
The 2-minute spot follows a WhatsApp group chat set up by former English soccer player and current Inter Miami co-owner David Beckham.
#Square chat includes Beckham himself as well as a number of famous sports stars, including the French female soccer player Wendie Renard; English women's soccer star Toni Duggan; Manchester United player Paul Pogba; Real Madrid manager Zinedine Zidane; Real Madrid player Marco Asensio; and an American football cameo by the aspiring NFL star Patrick Mahomes, among many others.
The film features the sports stars showing pictures and videos of their new Adidas kicks and ends with "Everyone's guessing" after Beckham asked who would make the best football team.
On Tuesday, Adidas unveiled its new Predator Freak sneakers to be worn on the football field. Adidas said they were "designed to help athletes become the best version of themselves".
Adidas is obviously no stranger to signing big names for its campaigns. Last year, the brand brought together some of the biggest names in music, fashion, sports and art in a new campaign to mark the 50th anniversary of their classic superstar sneaker.
Skater Jenn Soto, musician Pharrell Williams, rapper Jackson Wang, actress Yara Shahidi, Fortnite streamer Ninja, and K-pop group Blackpink performed at this prominent location by Johannes Leonardo.
However, Iris's WhatsApp spot was created in a completely different era: the Covid-19 pandemic. After the pandemic essentially brought commercial production to a standstill in spring 2020, agencies, brands and production houses found ways to focus on remote production and generate content in innovative ways.
While some brands have used deepfake technology and sparsely staffed closed sets to partner with big-name celebrities, Adidas has found a way to bring more stars together than we've seen in one place in a long time – while also making the end product dependable and dependable consider (something) believable.
Creative agency: Iris
Production: POPs production
Post production: woodcut