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Kylian Mbappe, Erling Haaland, Cristiano Ronaldo and LeBron James are some of the names featured in the Nike Rip World Cup ad.
Adidas’ backyard Legends offering is no match for A-list talent with Lamin Yamal, Judd Bellingham, Lionel Messi and Zinedine Zidane. An AI David Beckham even appears.
They look more like Hollywood blockbusters than traditional commercials and those stars don’t come cheap.
Reports suggest that the German brand spent £50 million to make theirs. Neither company would say exactly how much they spent (we asked), but you can bet the bills run into the tens of millions.
Eye-watering budgets are nothing new, but this year both Nike and Adidas have gone bigger and bolder than ever.
If we’re judging by YouTube views alone, there’s only one winner at the time of this writing.
Nike pulled 76 million views to Adidas’ seven million.
Camilo Andrade, vice president and general manager of Nike Global Football, said: “What has changed is the speed and shape of culture. In the digital age, stories travel faster, are distributed faster and are translated faster. This means that the old model of one neat film that does all the work is no longer enough.”
“With Rip The Script, we’ve built something bigger: a football universe that lives both digitally and in real life.
“The success of this campaign in particular will absolutely be measured not just by how many people watch a movie, but by how we open up the world to give fans, gamers and creators something to interpret, integrate and take even further.”
“When that starts to happen, you know it’s going beyond advertising and becoming a football culture.”
