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9 October 2019

Right, wrong, and rabonas.

by Andrew MacGregor


FIFA 20: “Break New Ground” - 83s

One of two recents plugs for esports juggernaut Fifa 20, this busy commercial from adam&eveDDB and director Yann Demange examines the difference between right and wrong - although students of Kant, Aristotle, and the like have little to grasp on to here.

As the superlative 'Offence' by Little Simz - all sly jazz flutes and crisp beats - sets the tone, we see players both virtual and physical ignore the rulebook. Or run circles around it until the sun goes down.

Such bravado courses through the ad's 80" running time, with the game's target audience urged to bend the rules in similar, irreverent fashion. If only publisher EA Sports could abide by data protection laws.


Creative Agency: adam&eveDDB Ⓟ Ⓦ
CCO: Richard Brim
ECD: Antony Nelson / Mike Sutherland
Creative Director: Tim Vance / Paul Knott
Creative: Richard Gayton / Darren Beresford
Agency Producer: Rosie Grayson
Film Production: Pulse Films Ⓟ Ⓦ
Director: Yann Demange Ⓟ Ⓦ
Producer: Lucy Gossage
Production Services: Twentyfour-Seven Ⓟ Ⓦ
Executive Producer: Lucy Kelly
Cinematographer: Tat Radcliffe
Editor: Magdalena Pługowska ♀
Colourist: James Bamford @ The Mill Ⓟ Ⓦ
Sound Designer: Philip Bolland @ Factory Ⓟ Ⓦ
Music: Offence - Little Simz

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