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adam&eveDDB

FIFA (EA Sports)

More Than a Game

We launch FIFA 2018 with a new move that's gone viral. #ElTornado

Disciplines: Advertising/Creative, Digital

Sector: Betting & Gaming

Agency: More Than a Game, adam&eveDDB

BITE Insight

It has been called the video game that changed football. Its data is so accurate that teams now use the game to scout for potential signings. And now FIFA have teamed up with adam&eveDDB to ‘break the internet’ with the launch of the latest iteration, FIFA 18. Together, they have created a new move, known as #ElTornado.

The skill, first performed in the game by Cristiano Ronaldo, has been described as a “seamless dragback, flick and volley” and the ad sees the move spun into a real-world phenomenon, with players of every ability attempting it.

More Than A Game launches El Tornado into the physical world, showing how the move could break the internet and demonstrating that the real Ronaldo can’t actually do it: his FIFA namesake out skills him. The ad shows how the move could be propelled from game skill to global spectacle and eventually into popular culture.

Only a select few players in the FIFA game could originally pull off the move. However, if a professional player can prove they can ‘El Tornado’ in real life, their virtual likeness will be able to as well.

The ad blurs the line between reality and game play, opening up a whole new realm of discovery for players, both professional footballers and novice gameplayers.

About the author

Izzy Ashton, Writer/Researcher, BITE, Creativebrief

Izzy is a writer/researcher for BITE, Creativebrief’s daily insight into global marketing trends and the cultural movements driving them. She keeps abreast of the latest communication, technology and consumer news, and is responsible for conducting interviews with key agency strategists and creatives to gain insight into the most innovative global campaigns.

www.linkedin.com/in/izzy-ashton-950352a7

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