CLIENT
adidas International Marketing.
PRODUCTION CO.
Park Pictures, New York.
Lance Acord, director/DP; Jackie Kelman, executive producer; Deannie O’Neill, producer. Shot on location in Vancouver, B.C.
AGENCY
180 Amsterdam.
Peter McHugh, executive creative director; Andy Fackrell, creative director/art director/copywriter; Peter Cline, executive producer; Sid Daffarn, producer.
EDITORIAL
The Quarry, London.
Paul Watts, editor.
POST/VISUAL EFFECTS
Glassworks, London.
Seamus O’Kane, colorist; Duncann Horn, online editor/Flame artist; Hector Macleod, effects supervisor.
AUDIO POST
750mph, London.
Nigel Crowley, mixer.
SOUND DESIGN
750mph.
Nigel Crowley and Andy Humphries, sound designers.
THE SPOT
"Wake Up Call" (:60/:30) promotes adidas as the official FIFA Women’s World Cup sponsor. The ad opens on Sun Wen, Pu Wei and the rest of the Chinese women’s team going through outdoor, early-morning exercises. But instead of a conventional soccer workout, they’re performing "wu-shu," a precise, martial arts form of tai chi. Each of the players expertly balances a soccer ball while performing the maneuvers in unison, with Wen aggressively kicking her ball at a brick wall of the hotel where the U.S. women’s team is staying. The thumping wakes Aly Wagner, Kristine Lilly, and the rest of the U.S. squad, who run downstairs and come face-to-face with the Chinese women they defeated in 1999’s World Cup final. After a crescendo of wu-shu and a well-timed pause, Wen rolls the ball to her American counterparts, not as an olive branch, but as if to say, "This time we’ll be ready for you."
Spot broke Sept. 20.
