Blockbuster new TVC featuring a slew of big name brand ambassadors promotes adidas’ official 2012 kit supplier status – but how many of these stars will actually be competing in London?
The spot, which includes Messi, Beckham, Rose and even Katie Perry, unites a number of adidas sub-brands alongside ‘Originals’. The aim is to reflect the diversity and authenticity of the range of adidas lines. The campaign is built around the idea that when you love the game, whatever the game, you put your all into it.
The soundtrack, Justice’s ‘Civilisation’, matches the hard edge, fast cuts and quick pace of the creative – the first major parent brand adidas work from Montreal’s Sid Lee agency.
Initially released online, the spot has both longer cinema and shorter TV versions and the wider campaign includes a set of short film and other content hosted on the brand’s website. There is a web based two-minute version which enables fans to interact via Facebook and Twitter, as well as a Katie Perry concert ticket giveaway strand.
Not strictly a piece of pure sponsorship activation, but elements of this wider campaign connect to the brand’s status as official 2012 kit supplier. However, whether the broad diversity of stars, sports and entertainments depicted can help bring a wider audience to the Olympics remains to bee seen.