adidas today has launched the stunning new film ‘Fast vs. Fast’, a 90-second spot which tells the story of two of the world’s greatest and fastest footballers, Lionel Messi and David Villa, in a speed meets speed race where the players battle each other armed with the same weapon: the new adidas F50 adiZero football boot, the lightest and fastest boot adidas has ever made.
The film splices live action with animation to become the ultimate portrayal of speed, using a variety of in-camera and post-production techniques including multiple speed changes in one frame. Film noir, graphic novel and Japanese anime techniques come together in a rallying cry for adidas’ forthcoming 2010 FIFA World Cup™ campaign.
It builds on last year’s The Spark campaign, which featured Zinedine Zidane and introduced Lionel Messi as ‘The Spark’. Zidane and Messi reprise their roles, joined by Spain’s Euro 2008 winner striker David Villa, who takes on the role of ‘The Blaze’.
‘Fast vs. Fast’ begins with narrator Zidane racing through a film noir, stylized city listening to radio broadcast from his classic 1960s sports car, as Villa and Messi race each other from either end of the pitch until the final dramatic, super slow motion face off.
The film launches online first and will then run on television globally over the next few weeks in the lead up to the 2010 FIFA World Cup™.
Online activation also includes adidas’ 50 Days of Fast on www.facebook.com/adidasfootball featuring Messi, Kaka, De Rossi, Simao, Ballack and Gourcuff giving insights on how they think football has developed over the years to become a faster game. Facebook fans also have the chance to take part in a “fast” knowledge competition to win a pair of new F50’s exclusively signed by Messi.