TBWA\Chiat\Day Taps Messi, Kanye for Adidas

By Erik Oster 

TBWA\Chiat\Day have launched the “All In Or Nothing” World Cup campaign for Adidas — the biggest in the company’s history, according to The Guardian — with a spot starring superstar Lionel Messi and featuring a previously unreleased track from ubiquitous narcissist (and latest Kim Kardashian husband) Kanye West called “God Level.”

The 60-second spot, entitled “The Dream,” takes a look inside the dreams of the Argentinian forward. In a rapid-pace montage, we see in-game footage of Messi (among other stars) interspersed with practice/workout scenes and some more surreal elements (such as German star Bastian Schweinsteiger practicing in a very Game of Thrones-esque frozen forest). Director Fernando Meirelles (City of God) builds towards a mood of anxious anticipation, undoubtedly echoing the feelings of Messi and other World Cup athletes who know that nothing less than perfection will give their team a chance at the Cup. At its conclusion, the spot asks viewers to choose between “all in” or “nothing” with corresponding landing sites.


“Giving anything less than everything will not win the World Cup,”global brand marketing director for Adidas football Tom Ramsden told The Guardian. “We are incredibly proud of this film and the entire ‘all in or nothing’ campaign.”

The Adidas campaign comes considerably later than rival Nike’s World Cup campaign from W+K, which we covered last month. The brand announced a tie-in with rapper Kanye West back in December, but kept the details of the collaboration a secret until the campaign’s launch. Stick around for credits after the jump.



Chief Creative Officer: John Norman

Exec. Creative Director: Fabio Costa

Creative Director: Linda Knight

Creative Director: John Figone

Ass. Creative Director: Mariota Essery

Executive Producer: Guia Iacomin

Assistant Producer: Joseph Haldeman

Managing Director: Laurent Janneau

Global Account Director: David Barton

Project Manager: Noreen Masih

Account Director (Amsterdam): Laura Glendinning

Group Planning Director: Scott MacMaster

Planning Director: Martin Ramos

Director of Business Affairs: Linda Daubson

Senior Business Affairs Manager: Mimi Hirsch

Production Company: 02 Films

Director: Fernando Meirelles

Director: Cassiano Prada

Producer: Luiz Braga

DOP: Andrea Faccioli

Sound Design: Stimmung

Sound Designer: Gus Koven

Executive Producer: Ceinwyn Clark

Mix:  PLAY

Mixer: John


Music: Kanye West

Post Production : The Whitehouse

Editor: Brandon Porter

Producer: Joanna Manning


VFX Supervisor/Creative Director: Paul O’Shea

Exec. Producer: Elexis Stearn

VFX Producers: Kait Boehm, Nicole Fina

Color Grade: Mark Gethin