Behind The Scenes | Adweek Behind The Scenes | Adweek
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Behind The Scenes

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Brazil's Ronaldinho is the Michael Jordan of soccer. So when Wieden + Kennedy in Amsterdam began filming him for a spot for an Electronic Arts soccer video game, creatives were worried how much time they would get with the star athlete (along with soccer luminaries Wayne Rooney, Patrice Evra and Lukas Podolski). They were able to have him for the whole day. "He couldn't stop playing football," says art director Rachid Ahouyek. "If the ball was bouncing around at the other end of the field, he had to get involved." The commercial, directed by James Brown, was shot over two days in August at the Olympic Stadium in Barcelona. It shows Ronaldinho playing for his Barcelona team, but when the team loses the game, he begins playing for Manchester United. The ad began running in Europe last week.