adidas have launched their new football boot with Lionel Messi and David Villa in Barcelona, including a competition to win a pair of the new F50 adiZero.

adidas have also produced a film to start off their World Cup advertising campaign that sees the two stars pit against each other.

The 90-second film uses film noir, graphic novel and Japanese anime techniques to showcase the F50 adiZero which adidas claims is the lightest and fastest boot they have ever produced weighing only 165 grams per boot.

The film launches online first to reach adidas’ target audience and will then run on television globally. It is backed by adidas’ 50 Days of Fast campaign on www.facebook.com/adidasfootball, which features Messi, Kaka, De Rossi, Simao, Ballack and Gourcuff giving insights on how they think football has developed over the years to become a faster game.

Facebook fans also have the chance to take part in a “fast” knowledge competition to win a pair of new F50’s exclusively signed by Messi.

adidas UK marketing director, Nick Craggs, says: “We needed a special way to launch the lightest, most technologically advanced boot ever made and the graphic novel with its world of superheroes really lets us showcase the genre defining F50 adiZero. This environment, combined with the immense talents of David Villa and Lionel Messi, is the perfect place to reveal the boot – a boot we believe will revolutionise football.”

The campaign is created by adidas and its global communications partner, 180 Amsterdam (180TBWA) and RIOT.