Iris Takes on Haters for Adidas

By Erik Oster 

Iris has launched a new campaign for Adidas in the UK, entitled “There Will Be Haters.”

The ad calls on soccer stars Luis Suárez, Gareth Bale, James Rodríguez and Karim Benzema to illustrate that talent attracts haters. “They hate the way you walk” begins the voicover at the beginning of the ad, “they hate the way you talk. They hate the way you stand up and the way you stand out.” Scoring “all the goals” and “all the girls” are also listed as reasons for the hate. (Of course, if you’re Luis Suárez, they might just hate you for, you know, biting people.)


The conclusion of the spot jumps to the chase, stating, “And they hate your shiny new boots. They hate your boots, because they wish they were in them.” The presumed (and rather obnoxious) message being: if you want people to envy and hate you, wear Adidas.


Agency: Iris

Creative director – Adam Fish
Design director – Iain Robson
Managing partner – Henry Scotland
Group account director – Simon Yoxall
Account director – Greg Dade
Producer – Jeremy Muthana

Production company – Frenzy Paris
Director – Ernest Desumbila
Producer – Willy Morencé
DOP – Borja López Díaz

Post production – Limon Studios – Barcelona
Post production lead – Albert Montero Vera
Producer – Willy Morencé
DOP – Borja López Díaz