This spec spot puts us in the trenches—literal trenches—of World War I. We open in black-and-white, on a desolate battlefield. The camera pulls back to reveal that we’re looking through a periscope—the POV of a soldier dutifully keeping watch from the deep trench. Beside him huddle his comrades, biding their time—playing cards—awaiting the next onslaught.
Suddenly the lookout breaks the tension, shouting, "Incoming!" in response to what he sees through the "scope." The men dive for cover, but there’s no explosion—in fact, there’s no sound whatsoever. Several peer out from the trench, curiously staring at something we’ve not yet seen.
The object turns out to be a soccer- or rugby-type ball, and it looks harmless enough. But a soldier—perhaps a regiment leader—orders the others to "stay down." It could be a trap. Still, one man cannot hold back. Despite the command, he climbs boldly out of the trench to kick the ball far into the air, back in the direction whence it came. There’s a suspenseful pause and ominous music. Then in a high arc, almost mystically, the ball sails back into view.
Heroic music surges as all of the soldiers clamber from the trench to meet the "enemy"—another hard-charging battalion. The two regiments engage, not in warfare, but in a high-energy, almost joyous, fiercely competitive soccer match. A supered message puts the skirmish into context: "long live sport," followed by the adidas logo.
The ad was conceived and directed by Goetz & Goode, a directorial trio consisting of Michael Goode and brothers Kevin and Michael Goetz. The helming team is with Los Angeles-based production house Copper Media. Mel Gragido, executive producer at Copper Media, served as producer on the spot. The spec piece was shot by DP Brandon Mastrippolito.
Co-director Goode also served as visual effects artist on the spot, which was edited by Paul Freedman via 2Pop, Santa Monica. Chris Devlin of Post Logic, Santa Monica, was the colorist. Ko Maruyama and Jamie Ledner of Post Logic, Santa Monica and Hollywood, served as online editor and audio mixer, respectively.
Goetz & Goode did the sound design for the ad, working closely with Ledner.
