Ernest Desumbila
A film by

ADIDAS “There Will Be Haters” Directed by ERNEST DESUMBILA  /  Featuring LUIS SUAREZ, KARIM BENZEMA, JAMES RODRIGUEZ & GARETH BALE  /  Agency IRIS WORLDWIDE   /  Creative director ADAM FISH  /  Design director IAIN ROBSON  /  Managing partner HENRY SCOTLAND  /  Group account director SIMON YOXALL  /  Account director BEN BUCHANAN  /  Producer JEREMY MUTHANA   /  Production company FRENZY PARIS  /  Producer WILLY MORENCÉ  /  Line producer JULIEN FLOUTARD  /  Director of Photography BORJA LÓPEZ DÍAZ  /  Post-Production company LIMÓN ESTUDIOS  /  Post-Production Lead & Editor ALBERT MONTERO  /  Music supervision EARWORM  /  Sound design STRINGS & TINS  / Production Service IRIS PRODUCTION  /  Executive Producer NORBERT PHELU  /  3D Artist MARC URTASUN, MARC GARCíA & JESÚS BOYERO  /  Roto PAU MARINÉ & MARISOL SIMÓ  /  Grading XAVI SANTOLAYA


The challenge
Addidias has an uphill challenge in unseating Nike as the king of the sports brands. With a new ad series, the firm took a bold approach to market controversial but talented football Luis Suarez as part of a ‘haters campaign.

The solution
Featuring Gareth Bale, Luis Suarez, James Rodriguez and Karim Benzema, the video titled ‘There will be haters’, has quickly gone viral with over 1.15 million views in a single day.

Produced by London-based agency Iris, the provocative ad sees the footballers ask their haters to ‘bring it on’ in the video which describes exactly what people hate about them.