Adidas is a big player when it comes to campaigns associated with the beautiful game, so a sync for new RCA act Everyone You Know on Adidas Football’s ads for its Team Mode kit designs could represent a significant break.
Band members Rhys Kirkby-Cox and Harvey Kirkby provided voiceover and bass-heavy original music for films featuring international stars Lionel Messi, Gabriel Jesus and Paul Pogba. David Wille, SVP, sync and brand partnerships UK & Europe, Kobalt Music, tells Music Week it’s a rare feat.
“Not all artists are great at taking direction, it’s a particular skill often learned over many years,” he says. “But the boys were completely open and enthusiastic, as well as being very quick and nimble at turning ideas around. The director and creatives went down to the boys’ studio and they finessed the track together. It’s always great when all the threads come together.”
Music supervisor Matt Kaleda envisaged a perfect match between Everyone You Know’s rave-inspired sound and Adidas after hearing some of the band’s new music, which is due soon. “I knew straight away that the director would be into their sound,” he says. “Everyone loved them.”