EURO 2004 stars go on the 'Road to Lisbon' for adidas ME campaign

The campaign, called "Road to Lisbon," was created by independent 180\TBWA and adapted in the Middle East by TBWA\RAAD, UAE.

The GCC campaign includes TV, Cinema and Print and will kick off in the region in early June in the lead-up to the highly anticipated EURO 2004 which first match is on June 12.

The campaign centers on a 2-minute film, entitled "Road to Lisbon," and is shot in the genre of a classic road movie.

13 of the world's best football players are caught on camera as they travel on customized scooters from their respective home countries to Lisbon for the UEFA EURO 2004 championships. Along the way they meet up for kick-a-rounds in forests, lay-bys and anything remotely resembling a pitch. Eventually they even take on a whole Portuguese town before we see the huge squad reach Rossio, the main square of Lisbon. The commercial is set to the tunes of Quincy Jones's "It's Caper Time", from the soundtrack of the epic 1969 motion picture "The Italian Job."

adidas-Salomon Emerging Markets Head of Marketing Walter Bruppacher said:"The Road to Lisbon campaign embodies adidas' everlasting passion and commitment to football. Euro 2004 will be an amazing event and adidas, as well as all the Middle East's football-crazed fans like the rest of the world are no doubt all counting down the days until kick off!"