Campaign Spotlight

Campaign Spotlight: 100% Unfair, TBWA\ NEBOKO reboots Adidas’ Most Famous Franchise, the all-new Predator 20 Mutator

AMSTERDAM – To mark the launch of Predator Mutator, adidas has created a campaign to celebrate the ‘unfair advantage’ that the new Predator 20 Mutator will give players with its new DEMONSKIN innovation, an all-new technology, developed to enhance grip on the ball and maximise control. The film features appearances from a host of Predator players –including Paul Pogba, Marc-André ter Stegen, Dele Alli, Becky Sauerbrunn and even David Beckham.



Since its inception, the design of Predator has been informed by nature’s most dangerous creatures – symbolic of the powerful and dynamic tendencies that the boot instils in the wearer to give them an advantage over opponents. Taking cues from the extremes of nature, Predator 20 Mutator sees the boot’s iconic shape re-imagined further, with a striking silhouette centring on a high collar and low-cut front creating a sharp and streamlined design mutation.

The new ‘100% Unfair’ campaign is a powerful homage to the original Predator boot and its players. The legacy continues with a new generation of players making their mark: the all-new Predator 20 Mutator will be worn by Paul Pogba, Becky Sauerbrunn, Marc-André ter Stegen and Tessa Wullaert.

Amsterdam’s TBWA\NEBOKO created the ‘100% Unfair’ campaign, which is a global, 360 marketing push, including a hero film, social campaign, eye-catching print and out-of-home executions, and an epic product film which captured the unfair nature of the Predator boots.

The campaign rolls out globally including key markets the US, the UK, Europe and Asia.

Client: adidas Football
Director: Daniel Warwick, Biscuit Filmworks

Partner with adobo Magazine

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