Adidas "is throwing caution to the wind for its latest advert" by uniting Luis Suarez, Gareth Bale, James Rodriguez and Karim Benzema "to douse the flames on the haters that have criticised them and the brand recently," according to Seb Joseph of THE DRUM.
The self-aware campaign "acknowledges that #ThereWillBeHaters but reasons that the top players use negative comments from fans and opponents to motivate themselves to perform even better."
It is an "edgier approach" from adidas’ football business, "tapping into controversy around Suarez’s previous misdemeanours and the lukewarm reception Real Madrid fans have shown to both Benzema and Bale to flout its confidence in a market it still dominates despite recent sales troubles" (THE DRUM, 1/19). CAMPAIGN LIVE's Ed Owen reported "the ad features the track Battle Royale (Haters Instrumental VIP) by Apashe and day-glo graphics that illustrates how these stars are hated for their talent." More than that, "they thrive off the hate." Brash and "in-your-face," the campaign ends with the slogan, "They hate your shiny new boots. Because they wish they were in them."
The players "will be wearing the shiny new boots, the adizero f50, Predator, Nitrocharge and 11Pro" from Friday, and the boots go on sale on Feb. 2 (CAMPAIGN LIVE, 1/20). In London, Matt Lawless reported Suarez "is portrayed as the 'Target Man' and is seen taking a barrage of punches before brushing them off and smiling, while dismissing negative headlines written about him." Adidas said, "If you have 'haters,' then it’s the ultimate compliment." The film "kicks off with an inciting voiceover: 'They hate the way you walk. They hate the way you talk…'" "Hero" Bale, "Golden Boy" Rodriguez and "Hip Hop VIP" Benzema "take centre stage in a whirlwind tour of the perceived lives of these players, focusing on their flash lifestyles, over exuberant goal celebrations, possessions and good looks" (DAILY MAIL, 1/19).
