The latest campaign from Adidas hits these same self-aware notes, but with a sharper edge. Knowingly titled ‘There Will Be Haters’, the spot finds star players Gareth Bale, Luis Suarez, James Rodriguez and Karim Benzema facing off with an oppressively-close camera. “They hate the way you walk. They hate the way you talk,” the voice-over yelps, while the screen fills with trolling hashtags like #FAIL, #FREAK and #FUGLY. For a minute, it seems we’re in familiar territory – the introspective athlete harangued by an anonymous public that only wants to bring them down a peg or two.
Produced by London-based agency Iris, the spot announces itself loud and proud, not least thanks to its provocative stunt casting. The decision to highlight Suarez – headline-grabber and all-round pantomime villain – is an indication that Adidas’ bark isn’t bigger than its bite (ahem). Given how gleefully outlandish and bold ‘There Will Be Haters’ becomes, certain viewers may be turned off, but it’s attracted a lot of interest across the web.
adidas teams include: Chelsea FC, Bayern Munchen, AC Milan, Real Madrid CF, AFC Ajax, Bayer Leverkusen, FC Basel 1893, FC Kobenhaven, FC Schalke 04 and Olympique de Marseille, Swansea FC,
adidas sponsor some of the best footballers in the world including: Leo Messi, Xavi, James Rodríguez, De Rossi, Bale, Robben, Müller, Özil, Schweinsteiger, Lahm, Alonso, Gerrard, Lampard, Kagawa, Lucas, Torres.
It’s the passion and reaction the great players get whenever they turn it on – whenever they use their skills to crush dreams, finish games and embarrass their opposition.