Adidas addresses the haters in new spot

A new ad for Adidas, created to promote the brand's "shiny new boots", takes a light-hearted swipe at all the haters out there on social media...

The spot, created by Iris, features footies stars including Luis Suárez, Gareth Bale, James Rodriguez and Karim Benzema, alongside a whole lot of negative hashtags, including #fail, #shutup and #cheat. After a flurry of abuse is flung at the players, it then ends with the classic riposte to shut up the haters: you're just jealous.

The star that makes the ad's theme particularly work is of course Suárez – while Bale et al may have received the odd attack on Twitter, the commentary around Suárez has been immense.

Adidas was drawn directly into the furore around the infamous Suárez World Cup bite when witty fans created 'bite selfies' using images of the player featured in an Adidas poster campaign (see below), which they then tweeted with the hashtag #suarezing. Despite this, no direct mention of the incident is made in the new ad, which opts instead to aim fire at trolls in general.

Agency: Iris
Creative director: Adam Fish
Design director: Iain Robson
Production company: Frenzy Paris
Director: Ernest Desumbila