World Cup adverts are traditionally jovial affairs, featuring the year’s global megastars doing step overs in airports, battling evil aliens or, if you’re Frank Lampard, attempting a to dance while flanked by buxom German ladies.
Not so Adidas’s latest effort, a strangely dark 1.14 minutes titled ‘The Dream’ which features Lionel Messi having a fitful nightmare about being outshone by his famous rivals at the pinnacle of the game, which plays quite cleverly into the much-cited opinion that Messi will always fall short of footballing imortality until he has shone at a World Cup.
Among the Argentinian’s other visions of Brazil is being sworn at by local children and, at one stage, what looks like riot police on horseback confronting a baying crowd. Oh, and with an original score by Kayne West, no less.
The last thing we expected from a global sports brand was a psychological portrait of the game’s biggest star or a social commentary on the domestic dissent that threatens to overshadow the tournament, but then again, maybe we’re reading too much in it.