Jon Hollis crafts an intimate, unsettling ad for the ultra-light Mercurial soccer boot. A player leans down to lace up his boots, which turn out to simply be his bare feet, complete with laces sewn into flesh. The dimly-lit training surroundings are made menacing through suggestive of horror movie atmospherics (bass blips, white noise and spattering water) matched in tone by understated gruesome visual effects.