Family Reunion
Adidas opened its month-long FIFA World Cup Qatar 2022 push with a film staging a family reunion of its sponsored footballers, narrated by the rapper Stormzy, under the brand's Impossible is Nothing line. The spot ran alongside the Al Rihla match ball and further brand activations across the tournament month.
- The brief
- Football fans worldwide heading into the 2022 World Cup in Qatar.
- The idea
- Adidas opened a month-long push with a film reuniting its football 'family', Messi, Benzema, Son and others, narrated by Stormzy, packed with small nods to past World Cup moments.
- What to borrow
- Hiding references in every scene invites fans to rewatch a film and hunt for details.
| Brand | Adidas Al Rihla |
|---|---|
| Agency | Not named on the source |
| Talent | Lionel Messi, Karim Benzema, Achraf Hakimi, Son Heung-Min, Jude Bellingham, Pedro Gonzalez Lopez, Serge Gnabry, Stormzy |
| Channels | digital, social, TV |
| Source | Communicate Online |
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| QNB | Dream BiggerSponsorship activation · 19 Oct 2022 | Sponsorship activation | Pitch Sports | 19 Oct 2022 |
| Valvoline by Aramco | The Original Motor Oil. For the DrivenAd film · 17 Apr 2026 | Ad film | We Are Laugh | 17 Apr 2026 |
| beIN Sports | TOD x talabat FIFA World Cup 2026 subscription offerIntegrated campaign · 19 Jun 2026 | Integrated campaign | – | 19 Jun 2026 |
| anb | World Cup credit card campaignDigital/social · 27 Oct 2022 | Digital/social | – | 27 Oct 2022 |
| City Centre Deira | Closer than EverIntegrated campaign · 16 Sep 2022 | Integrated campaign | – | 16 Sep 2022 |
| Union Coop | Year of the Family Ramadan campaignFestive · 11 Feb 2026 | Festive | – | 11 Feb 2026 |
