Football Advertising Fifa

Fifa 18 shows how fancy footwork can make players famous with Ronaldo-starred More Than A Game ad


By John McCarthy, Opinion Editor

September 29, 2017 | 3 min read

Fifa 18 is looking to entice fans into upgrading by enticing them with the fancy footwork available in the new title in an ad fronted by arguably the world's best footballer, Cristiano Ronaldo.


Cristiano Ronaldo promotes the new Fifa

The ad, 'More Than A Game', showcases a new skill move called 'El Tornado’ as performed by Cristiano Ronaldo - the move has reportedly never been attempted in a real professional game - yet.

Adam&eveDDB look to how the Fifa game is integrated into football culture, showing how one trick performed in the right way can make a player famous. It features Antoine Griezmann, Dele Alli, and NBA player James Harden all see Ronaldo recreate the move he first witnesses in the game on the pitch of the Santiago Bernabéu. Not content with that, the ad reflects the football ecosystem by showing Adidas and Coca-Cola create content around the move.

There's a challenge to professionals accompanying the activity. If professional players can prove they can do the move, it will be available to them in game.

Mat Goff, chief executive of adam&eveDDB, said: “EA Sports Fifa is an iconic gaming and entertainment franchise. The chance to build a new skill into a game so embedded in culture is a rare opportunity. It’s been fantastic working with EA, the best footballing talent on the planet and the Fifa gaming community and we can’t wait to see El Tornado take the world by storm.”

The campaign is launching with a longform online film supported by 90s, 30s, 15s, social story formats, and TV globally.

It comes after the game brought aboard Coca-Cola to sponsor its virtual athelete, Alex Hunter.

Vote for the work below in The Drum Creative Showcase.

FIFA: advert-body-2 by Adam&Eve/DDB


Overall Rating 5/5

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