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EA Sports and Adam & Eve/DDB created a new skill move in Fifa 18 for a campaign launching the game.

Cristiano Ronaldo, the game’s cover star, performs the move, called "El Tornado", on the pitch of Real Madrid’s stadium. An ad shows how El Tornado could move from the game to professional football and pop culture. It was created by Tim Vance, Paul Knott, Rasmus Smith-Bech and Jonas Roth, and directed by Adam Berg through Smuggler.