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Ad of the Day: Fifa 22 wormholes swallow stars including David Beckham and Kylian Mbappé

EA Sports has kicked off its annual campaign to promote the hotly-anticipated Fifa 22 video game.

‘Powered by Football’ features David Beckham, Ryan Reynolds, Kylian Mbappé and Zinedine Zidane, and was released globally last week to the delight of fans.

The two-and-a-half-minute epic spot touches on the origin behind the power of the game’s new HyperMotion Technology, which replicates the real world of football with accuracy. For the first time in the brands’ history, the film was conceived and developed by the Fifa marcom team at EA Sports, with creative directed by Sanam Petri, and was directed by Chris Boyle of Private Island.

“The team developing Fifa 22 truly pushed the boundaries of expectation this season, so we wanted to bring that same energy to the work,” said Paul Marr, head of marcom creative at EA Sports.

“Beckham setting off a global football phenomenon, the fastest player in the game Kylian Mbappe running between dimensions, and even Zidane becoming the philosopher king of football – we wanted to have fun with how far we could push ‘Powered by Football’ in the work.”

The film is supported by global out-of-home (OOH) and digital buy, with regional versions of the creative running in various markets starring local footballers, celebrities and talent.

The popularity of gaming increased during the last year, with many people turning to fantasy worlds to escape mundane lockdown days, and brands certainly took notice with ad spend up 17% in 2021.

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