Paul Pogba might the world's most expensive footballer, but a new campaign from Adidas suggests aspiring footballers should not try and follow his path.
Adidas' "Never follow" campaign, created by Iris Worldwide, moves away from the usual lionisation of football players, instead encouraging the viewer to create their own style of play.
The creative sees Pogba admonishing the viewer: "You ain't never be me". But an invisible voice answers back: "You! I don't wanna be you!" The speaker launches into a rap-style poem about how he doesn't want Pogba's shirt, face or fame. He concludes: "I just want your boots."
The campaign promotes a limited edition collection of Adidas football boots in red, particularly the Ace 17+ Pure Control worn by Pogba.
Adidas last year scrapped several boot lines and introduced the X and Ace boot ranges, with the philosophy that there are two types of player – one that controls and another that mixes things up with chaos.
(This article first appeared on CampaignLive.co.uk)
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
1 day ago
Watch the film conceptualised by McCann Worldgroup India