The TV and cinema creative for this integrated campaign, which also includes outdoor, print and e-marketing, has been directed by Daniel Kleinman, whose credits include various James Bond title sequences and slots for Audi, Sony PlayStation and Johnnie Walker.
Called "impossible field", the creative shows Beckham and Defoe, as well as Bayern Munich's Michael Ballack, Real Madrid's Raul, AC Milan midfielder Kaka, and Monaco and Argentina striker Javier Saviola, trying to win the ball from a team of opponents while only using the lines of the pitch, which have been raised high in the air.
The campaign has been developed by 180 Amsterdam and was showcased at the Fifa Confederations Cup tournament, ahead of a global wide rollout throughout July.
Dean Maryon, 180's creative director and art director on the project, said: "Because of the nature of the environment the challenge was to develop the player's moves and techniques on the lines so that it was believable. It's not like you can step around an oncoming opponent."
The ad, which features copywriting by Ben Abramowitz and was produced through Kleinman's own firm Kleinman Productions, involves 17 executions globally.
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