VIDEO: Messi, Kanye West part of $85m Adidas World Cup campaign

Viewers invited to go ‘All in or Nothing’ in sports brand’s biggest ever marketing push

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The global sports brand Adidas has launched its biggest-ever global advertising push with a campaign featuring footballer Lionel Messi and music by rapper Kanye West.

The TV campaign broke during yesterday’s UEFA Champions League final between Real Madrid and Atletico Madrid and will extend to the FIFA World Cup, which starts next month, according to The Guardian.

Adidas is likely to spend at least £50 million ($85m) on the campaign, making it the biggest in the company’s history, the UK newspaper said.

The ad, called Leo Messi's World Cup Dream, has the strapline ‘All in or Nothing’. The YouTube version invites viewers to click ‘all in’ or ‘nothing’. Those selecting the former are invited to follow the brand via social media. Anyone who clicks on ‘nothing’ is treated to images of desolate scenes and is asked to reconsider.

“If consumers decide against joining Adidas and its FIFA World Cup communications, Adidas is happy to let them leave the team as it focuses on quality over quantity in its social media audience,” the company said, according to The Guardian.

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