Ad Wizards

So adidas pays a buttload of money to sponsor the World Cup and freeze out Nike. Then, to capitalize on their advertising hegemony, they only come up with one ad -- and not even a new one, at that -- and run it over and over and over again until everyone is sufficiently pissed off. Plus, the ad is in Spanish and doesn't even show any soccer being played, just a bunch of dudes (albeit famous ones) standing around in a sandlot. How is this a good idea?