Cloak-Clad Zidane Stalks the Barcelona Spark

Dressed like a refugee from the Slytherin arm of Hogwarts, ex-French soccer captain Zinedine Zidane pursues the truth about Barcelona player Lionel Messi, who -- according to "legend" -- "runs like sparks fly, like flint on stone" as the result of (what would appear to be) a nasty childhood accident involving a dislodged telephone pole wire and electrical shock.

The spot debuted Wednesday during the Champions League final between Manchester U and Barcelona. It was put together by 180 Amsterdam and is supported by an Adidas subsite that plugs Zidane's closing conviction: "Every team needs The Spark." The site will recount part one of Zidane's quest to find the root of Messi's magics.

This campaign also extends to Facebook, where enthusiastic fans can read dramatic blog posts with titles like "Every Team Needs > A Roman Emporer."

"To the football audience, a big TV spot is only a moment long," SVP-Brand Marketing Eric Liedtke of Adidas acknowledged.

"But an intriguing series of films, clues, product previews and digital tools can sustain this consumer and entice them to engage with our product and brand and put us in their consideration set for purchase."