The launch of Umbro’s Medusae II football boot gave us another exciting opportunity to flex the acting muscles of superstar footballer, Pepe. Our challenge was simple enough – cut through the jargon, and communicate the complex technicalities of a cutting-edge boot, in a way that only Umbro can.
True to form, we continued to have a little fun; poking at traditional football advertising convention and celebrating Umbro’s unique tone of voice. This brought us to the campaign line, ‘Speed and Touch. All You Need.’ which was rolled out across all communication touch points.
This is our third film with Pepe, but his impeccable comedy timing continues to amaze us. Shooting in the beautiful city of Porto, the film itself takes place in a stylised Umbro ‘lab’, where Pepe and his dry-humoured translator have arrived to hear all about his new boots. But, whilst Pepe just can’t wait to get his hands on the Medusae II, our quirky Umbro designer, played by the very funny Rob Madin (aka Brett Domino) has other ideas.
From a design perspective, as well as a functional perspective, the boot is a story of two halves – speed and touch. This was brought to life with boldness and simplicity in the visual language.
As always, we opted against the traditional boot box by choosing a build that physically enhances our campaign message. We continued our visual language into the design, making use of special production finishes to highlight textures present on the boot.
We extended Pepe’s involvement in the campaign by capturing natural, relaxed, behind-the-scenes style photography during the shooting of the film. However, it’s not easy to catch Pepe without a smile on his face. So the ‘moody’ shots took a little longer.