Umbro Velocita - Glory For All - (2015) :90 (UK)

Every footballer dreams of the same thing: glory. With that in mind, Kesselskramer does an enormous pisstake of the usual footie ads, where in this one our hero has super-sonic speed, literal fire on his feet and even lazer-shooting eyes. It may start subtle, and for a brief moment seem like just another football hero ad, but by the end we're blowing up goals in massive explosions and dropping the goalie into a giant earthquake sinkhole. Or not because of course our hero was only daydreaming. Doing a pisstake isn't exactly a new idea, but it's possible the kids will enjoy the ridiculousness of it all, the only meme lacking was a nyan-cat cheerleading squad. Either most of the budget must have gone to the SPX, or KK are just infatuated with the pale blue skintone coloring as they use it a lot. So Umbro are the football shoes for reality, and perhaps this campaign signals new life for the British brand.

Ad agency: Kesselskramer