Creativity

Even Ronaldo Can't Perform This Amazing Video-Game Ronaldo Move in EA Sports' FIFA 18 Launch Campaign

Adam&EveDDB's Blockbuster Spot Also Stars James Harden, Dele Alli and Run the Jewels

By Alexandra Jardine. Published on Sep 29, 2017

Editor's Pick

In its launch spot for soccer videogame "FIFA 18," EA Sports takes a new "skill move" created for Ronaldo in the game and spins it into a worldwide cultural phenomenon.

The ad, by Adam&Eve/DDB, begins with a gamer, playing as Ronaldo, coming up with what becomes known as the "El Tornado" move. (Actually created by the agency and EA Sports, the in-game feat is described by the brand as a "seamless dragback, flick, and spinning volley.") In the spot, the player uploads it for the review of the FIFA 18 community and it goes viral around the world. First bloggers and ordinary players try it, uploading their attempts to social media. And of course, Ronaldo himself tries it and fails -- at first.

The skill takes off and becomes an internet sensation and meme, and we see other soccer players Antoine Griezmann and Dele Alli try it, as well as athletes from other sports, like NBA superstar James Harden.

Meanwhile we see glimpses of brands such as Adidas and Coke developing their own "El Tornado" content, and rap duo Run the Jewels create their own bespoke track; "Mean Demeanor (El Tornado Mix)." It's all going so crazy it looks as if it's about to break the internet, when we return to the original gamers still enjoying their FIFA on the sofa.

Directed by Smuggler's Adam Berg, Ii's a vibrant, rollicking blockbuster of a spot -- whose pacing and frenetic energy is reminiscent of famous sports marketer ads.

It's not just about the ad, though. In real life, if other professional players prove that they can replicate the move in training, EA Sports can unlock the skill for their virtual likeness in the game.

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About

Credits

Date
Sep 29, 2017
Agency:
Adam & Eve/DDB London
Client:
EA Sports FIFA 18
Creative Producer:
Anthony Doyle
Global Brand Lead:
David Jackson
Global Campaign Director:
Paul Marr
Group Chief Creative Officer:
Ben Priest
Chief Creative Officer:
Richard Brim
Creative Director:
Tim Vance
Creative Director:
Paul Knott
Creative:
Tim Vance
Creative:
Paul Knott
Creative:
Rasmus Smith-Bech
Creative:
Jonas Roth
Agency Producer:
Sian Parker
Agency Assistant Producer:
Christopher Battye
Planner:
Martin Beverley
Planner:
David Mortimer
CEO:
Mat Goff
Managing Partner:
Dylan Davenport
Account Director:
James Derrick
Account Manager:
Max Sullivan
Designer/Typographer:
Alex Fairman
Media Agency:
Starcom MediaVest
Media Planner:
Robbie McCawley
Media Planner:
Tony Medio
Production Company:
Smuggler
Executive Producer:
Fergus Brown
Producer:
Emma Butterworth
Director:
Adam Berg
Director of Photography:
Erik Sohlstrom
Director of Photography:
Mattias Rudh
Director of Photography:
Simon Chaudoir
Editing Company:
Trim
Editor:
Paul Hardcastle
Editor:
Dave Davis
Post Production:
The Mill
Executive Producer:
Alex Fitzgerald
VFX Creative Director:
Jonathan Wesley
2D Artist:
Joe Tang
2D Artist:
Dan Adams
2D Artist:
Nina Mosand
2D Artist:
Jeanette Eiternes
3D Artist:
Jonathan Wood
3D Artist:
Tom Hales
3D Artist:
Maria Carriedo
Colorist:
Dave Luddy Ludlam
Lead After Effect/Design:
Jakub Skorupa
Music Supervisor:
Raphaella Lima
Audio Post Production:
Factory
Soundtrack Name:
'Mean Demeanor (El Tornado Mix)'
Composed by:
Run the Jewels
Additional Content Production:
Cain&Abel
Executive Producer:
Brett Kelsey
Post Producer:
Leanne Tarvin
Senior Motion Graphics Designer:
Edward Christie
Assistant Motion Graphics:
Joe Hollingworth
Content Director:
Robert Spary-Smith
Content Director of Photography:
Noemie Bottiau

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