Adidas launches £50m-plus global football World Cup ad campaign

 Adidas has launched its £50m-plus global World Cup ad campaign featuring stars including Lionel Messi and a new track by rapper Kanye West.

The TV ad campaign will break for the first time during the half-time break of the UEFA Champions League final between Real Madrid and Atletico Madrid.Adidas is positioning the campaign as the biggest global push in the company's history.This means the media spend is likely to be well in excess of £50m, although the company would not confirm this.

The ad, called Leo Messi's World Cup Dream, has been directed by City of God's Fernando Meirelles.

Using the strapline "All in or Nothing" the campaign features some of the world's best footballers, including Luis Suarez and Dani Alves."Giving anything less than everything will not win the World Cup," said Tom Ramsden, global brand marketing director for Adidas football. "We are incredibly proud of this film and the entire 'all in or nothing' campaign."

Part of the campaign will allow fans to click on an "all in" button or a "nothing" button, the same options Messi is given in the TV ad.Those that opt in will receive all of Adidas' World Cup communications, opting out will block them.

"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.

Official World Cup sponsor Adidas announced a tie-up with rapper West in December, although it did not then specifically say he would pen a track for the campaign.

Adidas' World Cup push, developed by ad agency TBWA, comes months after rival Nike decided to go early with its blockbuster campaign.Nike, well known for pushing the limits of governing body FIFA's ambush marketing restrictions, launched the similarly-themed "Risk Everything" campaign at the start of April.

The ad stars footballers including Wayne Rooney, Cristiano Ronaldo and Neymar.