It sells stars instead selling the game of football.
Selling the product is hard and unreliable, especially when the product is not supposed to be fixed (as a match outcome is not supposed to fix in advance)
If you watch the two semi final of the Champion's league, which are held to be an apex in the game, you see what it means.
-Both semi finals cost each around or more than 500 millions euros (the totalized clubs budget)
-the match, in terms of the game of football, was poor. It was a minimalistic way of playing (parking the bus, counter-act etc...)
-In both cases, the outcome was unsuspenseful, the matches were wrapped up fast.
In case of a product like football, even when a tremendous amount of money is invested (one billion euros in this case), the quality might not be there.
So it is unreliable.
Staging stars, painting themselves with the colours you want is fully in the hands of the marketing service.
This is a trend that came from the US, that found out that it is much easier to sell characters than the actual product. Not limited to football, it goes to many more sectors. Singers for example sell themselves before they sell their music. Music quality is much less important than the quality of stars.
In this ad, things related to the game of football are fake. Players handle no footie, dribbles are achieved through CGIs.
But they are stars in it, one even sells his relationship with his girl friend.
To even further the illusion, it can be noticed that black people are over represented in this ad.
As such, the firm hired no black players because white players sell shirts, they are the ones with greater star power.
Regarding the game of football, there are good black players. But they are not star material.
In the cheering crowd (even the lead actor is a black kid), over representation of black people who do not buy that many shirts.
Players are supposed to be here for their quality as players but they are first and all for their quality as stars.
That is how this ad is so good: it is a pure illusion, it has no substance, it is appearance.
And appearance might be staged with reliability. Actually, when you do not trust reality to provide the proper outcome, staging is one better solution.