adidas Inevitable
For thirty years the scrap truck has gone down Mexico City's streets calling fierro viejo, always in the same recorded voice. Club América's new adidas kit was launched by asking the woman who recorded it to do it again.
Play case film — sound on2:01- Client
- adidas LATAM / Club América
- Agency
- Independent
- Role
- Direction · Editing
- Year
- 2026
The brief
The kit leaked four months before launch, and the club's existing sponsor deal meant the date could not move. The conversation had to be taken back rather than started.
The idea
A trade, filmed. Fierro viejo is the call that goes down the street for scrap, and the campaign borrowed the truck and the voice. Bring in any old América shirt, faded, fake or carrying the other brand's tick, and take home a new one.
The result
63.6 million reach and more than 150 articles in the first 24 hours. The best-selling football item in Mexico in 2025, and the number one seller in Latin America in the week it launched.
Credits
Direction / Editing / Creative Leadership — Edu Menezes
Script — Pedro Rosas
Motion Design — Caio Gandolfi
Soundtrack — Bumblebeat
adidas LATAM Marketing — Felipe Savone, Alejandro Barrera
