- Product/Brand - Adidas Football
- Spot - Team Messi - Back In Barcelona
- Song Title - Velcro
- Composer - Whyte
- Publisher - Warp Music
- Artist - Rustie
- Record Co - Warp Records
- Music Supervision - N/A
- Ad Agency - Iris Worldwide
- Creative - Adam Fish, Ollie Agius, Pete Ioulianou
- Film Company - RadicalMedia London
- Film Director - The Mill
- Air Date - 4/8/14
If soccer is the most popular sport on the planet then Argentina’s Leo Messi must be well on his way to becoming the planet’s most popular sportsman.
Following this summer’s World Cup finals in Brazil, he is now one of the modern game’s most recognizable faces – while this Adidas campaign for a new super boot bearing his name proves that he is rapidly developing into one of its most marketable figures too.
The film alone is dazzling. Shot at night in the environs of Barcelona FC’s renowned Camp Nou stadium, it showcases Messi’s mesmerising ball control skills and then marries them to some larger-than-life cgi technologies.
The choice of music is equally exhilarating. Velcro is a track from Green Language, the long-awaited second album by Scotland’s much-applauded wonky popster Rustie, scheduled for release on Warp at the end of August.
But this is no more a piece of standard banging hip/hop or house than Messi is a standard centre forward. It tricks and bobs and weaves, lightly touching upon any number of electronica’s sub genres without quite committing itself or signalling where it’s going next.
Just like the man himself, in fact, when he’s got the opposition’s goal line in his sights.
