I admit I am no soccer fanatic, but World Cup fever is upon us, and I'm hardly immune. It took some repeat viewings (and some scanning of the sports sections) for me to fully appreciate Nike's World Cup spot, but even that repetition was enjoyable because of the quick cuts, jammed-packed action and unexpected musical choice. Now, Adidas and agency Sid Lee bring us back to one of the most famous pubs in the universe — the Mos Eisley Cantina from Star Wars — for a 1977-meets-2010 viewing of the World Cup five minutes before kick-off. A random mix of famous (and not-so-famous) faces from music, entertainment and, of course, soccer show up, including Daft Punk and Oasis's Noel Gallagher. After Snoop Dogg and David Beckham and Noel, I admit I was a bit lost again. The two-minute spot is fun to watch, especially Snoop brandishing a lightsaber with the retort, "I don't like you either, fool." But the connection to soccer is slim at best. Yes, it's a global event, and apparently even an intergalactic one. But the ad is for the Adidas Originals Star Wars collection — and that's about style, not sport.
—Posted by Eleftheria Parpis