For better or worse, nostalgia is incredibly powerful in today's modern landscape. This is likely because — now more than ever, especially — the present is a scary place. Many of us are stuck inside and don't know what the future holds. And unfortunately, some may be dealing with realities far more grim. So, nostalgia can offer us a momentary escape. There is a great sense of comfort that we get when looking back at a simpler time. Perhaps, this is why nostalgia compilations are so popular on YouTube.
Personally, one commercial that I still find incredibly nostalgic is Adidas' "José + 10" ad. The German sports brand ran this campaign during the 2006 FIFA World Cup. In this commercial, José and his friend are playing pick-up soccer and begin to pick their respective teams. However, instead of choosing from their friends or other local children, they began filling their teams with world-class Adidas athletes. Zidane, Beckham, and even legends like Platini and Beckenbauer are picked. The presence of these stars elevates the video to feel more like an action movie with an amazing cast than a commercial. The world's best taking part in a little pick-up game brings the idea of a "celebrity endorsement" to new, breath-taking levels.
What follows is a game nothing short of entertaining. The commercial itself takes place at a rapid pace, with skills and action galore. However, at the end, as José's mother calls him in, we learn that the whole game was just in his imagination. And this, is the true magic of this Adidas campaign: it ignited imaginations and inspired. Even though the commercials were in Spanish, my brother and I would watch them multiple times, and then go into the backyard and proceed to pick our own teams of imaginary legends.
Not only did Adidas' campaign show off the best players in the world that they sponsor, but it also highlighted Adidas newest soccer products. Players like Beckham and Zidane showed off the new Predator boots while Podolski and Robben wore F50s. Additionally, the two teams played with the beautiful Adidas Teamgeist, the official ball of the 2006 FIFA World Cup. I have always loved this ball, and I think it has more so to do with this commercial than the actual World Cup!
Although it is not easy to sell a product, it is even harder to sell an idea. With the "José + 10" campaign were able to sell the idea that anyone can be a star and that the "beautiful game" really is for everyone. As a highly-impressionable 7-year-old, these commercials (paired with the World Cup itself) catapulted me into a long-lasting love affair with the sport. And now, in times of isolation, if I need a little bit of positive energy, I will still watch the videos from this iconic campaign on YouTube. A little bit of nostalgia can go a long way!
