With all of the loopy concepts that root inside Rick Sanchez’s thoughts, it is just truthful to ask ourselves: What has the mad scientist been as much as currently? Effectively, imagine it or not, the principle protagonist from the Grownup Swim‘s animated TV sequence, Rick and Morty, has been working with adidas Soccer on a multidimensional challenge, the place the model’s new X SPEEDPORTAL soccer boots are within the highlight. Outdated habits die exhausting so, in an effort to embark on this out-of-this-world journey, Rick manipulates his grandson Morty, actually dragging the 14-year-old into testing this latest concept of his.
The duo’s newest escapade is documented by the TBWANEBOKO company and options the 2 standard characters partnering with the sportswear firm and in addition some well-known soccer gamers, reminiscent of Vivianne Miedema, Mohamed Salah, Karim Benzema, and Lionel Messi. Collectively, their job is to advertise the boots’ speedy potential (whereas additionally giving the viewers an perception into the sneakers’ genesis).
Commenting on the marketing campaign, Toby Citadel-Smith, Copywriter at TBWANEBOKO, stated: “It’s certainly one of these campaigns the place you toss stuff on the wall early on, considering it’s going to get a couple of laughs and fall off, however it sticks. However a couple of months later (and with the belief and assist of our companions at adidas Soccer) we’re on weekly calls with the great folks at Grownup Swim, and all of it begins to come back to life.”
“Shoppers informed us two issues very clearly after we had been constructing this marketing campaign: One was that soccer is getting sooner, however the different was that they felt there was room for sports activities manufacturers to mirror the enjoyable within the sport. With these items in thoughts, we had been assured that, collectively, this was an actual probability to push the boundaries,” provides Gonzalo Calvo, International Director Model Communication, Communities & Tradition at adidas.
The marketing campaign is ingeniously designed — however not in that mischievous method that characterizes Rick — placing the adidas sneakers in an SF context that, surprisingly, is sensible. The initiative’s centerpiece is a one-and-a-half-minute-long video created in collaboration with Grownup Swim and the present’s creators. Much like different episodes within the sequence, the plot sees Morty, as soon as once more and in opposition to his will, taking part in an necessary function in serving to Rick breathe life into his scientific initiatives.
Helped by the animated variations of Mo Salah and Vivianne Miedema, who switch a few of their powers to the X SPEEDPORTAL sneakers, Rick efficiently creates the boots. Wanting to check the sneakers, the scientist makes use of his portal gun to ship Morty to a soccer pitch, the place he has to play his half within the Worldwide Unlicensed Cup. Regardless of having no expertise in taking part in soccer, Morty is called “one of the best participant on Earth,” a title he has achieved due to the adidas sneakers.
“It was all the time necessary to us that the narrative weaved all through all the marketing campaign,” defined Jeremy Pedro, Artwork Director. “As huge followers of cinematic universes, no element was too small when it got here to connecting the dots. Every bit of content material serves its personal function, however when mixed tells a a lot greater story, from begin to end.”
Calvo concludes: “To footballers of all ranges, our X franchise has come to be synonymous with velocity, however one factor we all know is that velocity isn’t what it was. It’s not so linear and incorporates issues like fast considering and quick reactions. With that in thoughts, we didn’t simply need to make one other soccer marketing campaign round velocity, within the conventional sense of the phrase.”
The portal, developed by Publish Panic, works as a metaphor for multidimensional velocity and bridges between every bit of content material, be it animation, 3D, or reside motion. The live-action participant movies star Mohamed Salah and Lionel Messi. Launched globally, the adidas Soccer X SPEEDPORTAL 90-second journey runs in theaters, on TV (in chosen markets), and paid digital.
Credit:
Consumer: adidas
Head of International Model Advertising and marketing Soccer: Matt Davidson
International Director Model Communication, Communities & Tradition: Gonzalo Calvo
Senior International Model Communications Supervisor Soccer: Jara Velilla
Supervisor Model Communication Soccer: Nikolai Ehrentraut
Senior Media Producer: Penny Pijnenburg
Senior Producer: James Pinnington
Artistic Shoot Producer: Greta Bridekirk
Artistic Company: TBWANEBOKO
Rick and Morty Movie Manufacturing: Grownup Swim
Participant movies Administrators: Adeus
Participant movies Manufacturing firm: TBWANEBOKO
Line manufacturing firm: 24/7 sports activities, Sugar Free TV & AprilMay London
VFX: Publish Panic
Photographer (Messi & Salah): Carles Carabí
Photographer (Miedema): Olly Burn
Publish manufacturing key visuals: Loupe&co
Sound studio: Audentity
Editor: Kapsalon
Grading and On-line: De Grot
Media company: MediaCom
Retail company: Angle
