adam&eveDDB’s new campaign for EA Sports is not an ad. Not a tech-y thing. It’s a move.

It’s called El Tornado, and it marks the worldwide launch of FIFA 18 on September 29. It’s a seamless dragback, flick, and spinning volley (like a tornado) that has never been attempted in a real professional game – yet. A seamless dragback, flick and spinning volley starring Cristiano Ronaldo.

And as adam&eveDDB knew, the move is permeating the culture of football, video games, and sport. With a little help by the agency.

adam&eveDDB has created a film which shows the move being picked up throughout the world via the FIFA 18 community, influencers around the world and countless real life attempts to mimic the move or produce a spin-off. Antoine Griezmann, Dele Alli, and NBA superstar James Harden demonstrate their versions of the move – from in-the-game to on-the-pitch and across the globe – after witnessing it first performed in-game and then on the pitch of the Santiago Bernabéu by FIFA 18 cover star, Cristiano Ronaldo.

El Tornado is then shown being picked up by brands such as adidas and Coke (who have developed their own versions of El Tornado content, as well as inspiring Run the Jewels to create their own bespoke track, Mean Demeanor (El Tornado Mix). Dele even shows off his own El Tornado Facebook Camera Lens.

And if professional players can replicate the move in training, EA Sports can unlock the skill move for their virtual likenesses in FIFA 18.

The campaign launched with a 2.22 minute online film supported by 90 second, 30 second and 15 second, social stories and TV globally.

Mat Goff, chief executive officer of adam&eveDDB commented,“EA SPORTS FIFA is an iconic gaming and entertainment franchise. The chance to build a new skill into a game so embedded in culture is a rare opportunity. It’s been fantastic working with EA, the best footballing talent on the planet and the FIFA gaming community and we can’t wait to see El Tornado take the world by storm.”