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adidas “Never Follow Feat. Paul Pogba” 2017

adidas “Never Follow Feat. Paul Pogba” (2017) is an adidas commercial directed by OLLY BURN, produced by ROSCO PRODUCTIONS. It won 2 awards, including Clio 2017 Bronze — Social Media / Social Video and Clio Sports 2017 Bronze — Social Media / Social Video.

Paul Pogba challenges the notion of celebrity worship in football, asserting his unique identity while promoting Adidas boots as a tool for individual expression, not imitation.

Video: Iris Worldwide on Vimeo

Shot by shot

  1. An overhead shot of a black car doing a burnout on a dark, wet asphalt surface, creating a cloud of smoke.© adidas0:02
  2. Paul Pogba, a Black man with bleached hair, stands in a white track jacket, surrounded by a diverse group of young men in a large, arched hall.© adidas0:06
  3. Three male soccer players, seen from behind, wearing jerseys with 'POGBA 6' on them, dance in a stadium tunnel, silhouetted against a bright exit.© adidas0:12
  4. Paul Pogba, a male soccer player with bleached hair, dribbles a soccer ball while surrounded by a diverse group of people in an indoor concrete space.© adidas0:16
  5. Paul Pogba, a male with bleached hair, stands in a black and white shot, surrounded by other men, looking directly at the camera with a serious expression.© adidas0:22
  6. Paul Pogba, a male with bleached hair, holds up a red jersey with "POGBA" and the number "6" on it, in front of a black backdrop with adidas and Manchester United logos.© adidas0:28
  7. A young male's mouth is shown in extreme closeup, then the camera pulls back to reveal him among a group of excited young people.© adidas0:40
  8. A stylized CG Paul Pogba jumps over a grid floor, surrounded by golden busts, wireframe figures, and cheetahs, with a building in the background.© adidas0:46
  9. A man in a suit stands on a mountain peak with text "POGBA BY POGBA" in a dramatic, virtual mountain landscape.© adidas0:51
  10. Paul Pogba, a male athlete in his 20s, appears in a black Adidas tracksuit, arms outstretched, amidst a chaotic, glitching virtual news broadcast.© adidas0:55
  11. A dynamic split-screen montage showcases various close-ups of soccer players' feet in red and black adidas cleats, interacting with soccer balls on different surfaces.© adidas1:05
  12. A screenshot of a Mail Online article about Paul Pogba starring in an Adidas ad, with a video player showing a man speaking.© adidas1:15

Stills © adidas. Made by ROSCO PRODUCTIONS and OLLY BURN.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Paul Pogba rejects celebrity worship, promoting Adidas boots for individual expression.

Tagline: “NEVER FOLLOW”

celebrity endorsementanti-hero narrativeglitch aestheticsocial media commentaryproduct as empowermenturban youth culture

The cut

Length
95 s
Shots
59
Average shot
1.6 s
Format
mixed

What creatives use adidas “Never Follow Feat. Paul Pogba” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of adidas “Never Follow Feat. Paul Pogba”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    An overhead shot of a black car doing a burnout on a dark, wet asphalt surface, creating a cloud of smoke.© adidasPaul Pogba, a Black man with bleached hair, stands in a white track jacket, surrounded by a diverse group of young men in a large, arched hall.© adidasThree male soccer players, seen from behind, wearing jerseys with 'POGBA 6' on them, dance in a stadium tunnel, silhouetted against a bright exit.© adidasPaul Pogba, a male soccer player with bleached hair, dribbles a soccer ball while surrounded by a diverse group of people in an indoor concrete space.© adidas
    Frames from adidas “Never Follow Feat. Paul Pogba”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of adidas “Never Follow Feat. Paul Pogba” in order, with its length, framing and what happens in it.

    An overhead shot of a black car doing a burnout on a dark, wet asphalt surface, creating a cloud of smoke.© adidasPaul Pogba, a Black man with bleached hair, stands in a white track jacket, surrounded by a diverse group of young men in a large, arched hall.© adidasThree male soccer players, seen from behind, wearing jerseys with 'POGBA 6' on them, dance in a stadium tunnel, silhouetted against a bright exit.© adidasPaul Pogba, a male soccer player with bleached hair, dribbles a soccer ball while surrounded by a diverse group of people in an indoor concrete space.© adidasPaul Pogba, a male with bleached hair, stands in a black and white shot, surrounded by other men, looking directly at the camera with a serious expression.© adidasPaul Pogba, a male with bleached hair, holds up a red jersey with "POGBA" and the number "6" on it, in front of a black backdrop with adidas and Manchester United logos.© adidas
    Length: 95 s · Shots: 59 · Average shot: 1.6 s · Format: mixed

  3. 03Ad ideas: every spot built on a celebrity endorsement

    Before you present an idea, you need to know who has done it, and how.

    adidas “Never Follow Feat. Paul Pogba” is built on a celebrity endorsement. Search the library by idea to see every spot that uses it.

    Novartis “Relax Your Tight End”© NovartisUber Eats “A Century of Cravings”© Uber EatsUber Eats + Special US “Football is for Food”© Uber Eats + Special USCadbury Celebrations “My SRK Ad”© Cadbury Celebrations
    Novartis · Uber Eats · Uber Eats + Special US · Cadbury Celebrations

Award-winning sport commercials

Questions

Who directed the adidas “Never Follow Feat. Paul Pogba” commercial?

OLLY BURN directed it, produced by ROSCO PRODUCTIONS.

What awards did adidas “Never Follow Feat. Paul Pogba” win?

2 awards, including Clio 2017 Bronze — Social Media / Social Video and Clio Sports 2017 Bronze — Social Media / Social Video.

What is the tagline of adidas “Never Follow Feat. Paul Pogba”?

“NEVER FOLLOW”

Sources for the credits and awards

clios.comclios.com