As rivals sports marketers have begun mimicking Adidas’ advertising style, the sportswear behemoth has evolved its creative approach to promote the return of its famous Predator range – the iconic football boots that have been re-imagined for a new generation.
Adidas launched an integrated campaign promoting the return of one of its most iconic boot models – the Predator 18+ – with an integrated campaign fronted by brand ambassador and Manchester United midfielder Paul Pogba.
The global campaign spanned TV work, YouTube ads, sponsored social posts, large format OOH, plus print and press executions, Champions League LED boards, in-game work and more.
The initiative was initially teased in mid November via Twitter,
#Predator is back. https://t.co/Mirh2CUTq0
— adidas Football (@adidasfootball) November 22, 2017
The rebirth of an icon.
Introducing the new Skystalker #Predator.
Available now: https://t.co/s4qob9iKSF#HereToCreate pic.twitter.com/a2Fpj200QY— adidas Football (@adidasfootball) November 22, 2017
and then across its other social channels and through a PR push.
The spearhead spot itself, debuting on 22 November, was neatly shot in the signature colours of the boot.
It was created by Matt Carter and Jonathan Wedlake at Iris, directed by Jonathan Augustavo through Skunk and set to the Screamin’ Jay Hawkins classic ‘I Put A Spell On You’
This rich, integrated campaign saw the hero commercial supported by a wide range of additional content: from plenty of social media support from Pogba himself and across all Adidas channels,
Savage control is back.#Predator, presented by @paulpogba. #HereToCreate pic.twitter.com/V4zzy1B02W
— adidas Football (@adidasfootball) November 22, 2017
including more product-focused assets,
Unleash the beast.
Presenting the new Skystalker #Predator, from the stadium to the street.
Available now.#HereToCreate pic.twitter.com/vhBYmWHXiL— adidas Football (@adidasfootball) November 24, 2017
as well as additional promotional strands such as ‘ Introducing Predator | Stadium Cage Street’,
plus a Predator episode in the brand’s ongoing Tango Squad online series,
and promotion via its FIFA 18 partnership through its in-game virtual athlete ambassador deal with Alex Hunter.
The beast is back. #Predator @adidasfootball pic.twitter.com/WF89UZT5X1
— Alex Hunter (@MrAlexHunter) November 22, 2017
Comment:
The Predator is a highly recognisable pitch product that has long been synonymous with famous footballers and famous footballing moments: from David Beckham’s free-kick against Greece to Zinade Zidane’s volley in the Champions League Final.
Although the latest incarnation of the boot has done away with the famous red tongue and elastic strap.
The lead film is a little earthier and grittier than much of Adidas recent creative and the approach seems to be paying off: the spot has racked up 5,426,019 YouTube views and 1.7m views on Facebook in its first three weeks.
Plus the #Predator hashtag trended globally on Twitter – generating more 120 million impressions within its first 24hours.
Links:
Adidas Football
https://www.youtube.com/user/adidasfootballtv
https://www.facebook.com/adidasFootballUK
https://twitter.com/adidasfootball
http://instagram.com/adidasfootball
http://snapchat.com/add/adidasfootball
http://www.adidas.co.uk/football
Iris
http://www.iris-worldwide.com/
