Adidas’ World Cup commercial

Star Wars™ Cantina 2010 / adidas Originals from Dominic Prevost on Vimeo.

I love soccer. I love Star Wars (well, at least the original trilogy). And I’ve invested so much money into adidas products, I should have a spot on the board of directors by now. So, on paper, this should have been the perfect ad. There’s even a cameo by Noel Gallagher, for cryin’ out loud. It’s like they tapped directly into my brain. But for some reason, the whole thing just kind of falls flat.

Maybe Snoop Dogg ruined it for me. Maybe soccer players and musicians are 100% the wrong people to ask to act in front of a green screen (I mean, Daft Punk have no lines, and they still look uncomfortable). Or maybe a mashup of so many of my favorite things could never live up to my expectations. Nike’s Write the Future ad works because it sticks to soccer. This adidas ad just feels like the creative team tried to cram a whole mess of crap into the pot, and it became a big steaming plate of WTF?

I can just imagine the meeting. “We got access to the cantina scene! The fucking cantina scene! Lucas never lets anybody mess with his stuff (other than himself, of course). What else we got? How about cameos from a California rapper and two English rock stars whose biggest hits were in the early 90’s! And, let’s get Daft Punk! They sort of look like they’re Star Wars characters. And Beckham’s injured, he’s not going to the World Cup, maybe we can throw him in there! And then let’s sprinkle a few more random people in the background and badly edit the scene to make sure this thing isn’t 8 minutes long. Perfect!” Ultimately, what does any of this mish-mash have to do with the World Cup? In the end, it just turns out to be a whole lot of wasted potential. Sorry, adidas. FAIL.