Rather than focus on Europe's top national teams, the sporting goods manufacturer has shifted its attention to less well-known teams. The ads star Adidas brand ambassadors including Ricardo Kaka, Leo Messi, Steven Gerrard, Robin van Persie and David Beckham, who visit and coach local teams in Andorra, San Marino and the Isles of Scilly.
The , created by 180, will air on TV in most countries, but in the UK will be seeded on user-generated-content websites. Players in the ads were told they were taking part in a documentary about football and were unaware of the star players' involvement until filming began.
One ad features the two teams who make up the entire Isles of Scilly league. The young players are joined by Beckham, Gerrard, Patrick Vieira and Michael Ballack, who pass on tips to the young players.
The final ad features former Chelsea and FC Porto boss Jose Mourinho. The 'Special One' coaches a team of Andorran players who set off on a road trip to Madrid. Along the way the players are met by Messi, David Villa, Lukas Podolski and Arjen Robben.
The campaign will run across TV, digital, mobile, print and retail.
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