Watch the campaign conceptualised by 180 LA here.
Adidas’ new global campaign includes the footballers Gareth Bale and Lionel Messi, and the basketball players Derrick Rose and John Wall. 180LA created the spot, in which the athletes are shown excelling at their sports as a voiceover talks about proving yourself every time you play. The video was uploaded on 13 February and clocked over 15 million views on the brand’s YouTube channel in four days.
Credits
Client: adidas
VP, brand communications: Ryan Morlan
Senior producers: Kristin Mellqvist, Penny Pijnenburg
Senior directors, brand communications: Lorrin Pascoe, Lia Vakoutis
Agency: 180LA
Chief creative officer: William Gelner
Creative directors: Pierre Janneau, Josh DiMarcantonio
Copywriter: Ben Bliss
Art director: Marcus Brown
Head of production: Natasha Wellesley
Executive producer: Erin Goodsell
Senior producer: Dave Stephenson
Head of account management: Chad Bettor
Account director: Whit Cavanah
Account manager: Danielle Tisser
Business affairs manager: Angel Cielo
Production company: Imperial Woodpecker
Director: Stacy Wall / Mark Zibert
DOP: Chris Blauvelt / Chris Mably
EP: Doug Halbert
Music: Soundtree Music/Fourteenth Music
Composer: Peter Raeburn
Executive producer: Charlie Cocuzza
Producers: Terri Shafirov, Jeff Shupe
Production service company: Twentyfour Seven
Producer: Zico Judge
Shoot locations: Barcelona, Chicago, Minneapolis, Los Angeles, Washington DC
(With inputs from Campaign UK.)
Adidas is the only real competitor to nike. Very meaningful ad which has many favourable players to all sports fans. They have good quality sports products and are already sponsoring strong teams in basketball, soccer, and american football teams. I personally prefer using adidas products rather than nike. But, i believe nike is more popular to people, especially in america, than adidas. One advantage that adidas has over nike is that from what i saw is that they have more retail stores in the middle east than nike. I believe this is because they concentrate more on soccer players rather than basketball or american football athletes, and soccer is very popular in the middle east not so much in America. However, i believe that they not only need advertising in the United States, but more retail stores around the states. They could also expand to hockey, baseball, or golf just like nike.
This commercial is evidence that Adidas is creeping right up next to Nike on caliber of sponsored athlete endorsing the brand. Garreth Bale, Lionel Messi, Derrick Rose, Demarco Murray, and Luis Suarez are all apart of team Adidas, in addition to countless other big name athletes. The slogan “Take It’’ is also eerily similar to that of the rival, “Just Do It’’, the catch phrase coined by Nike years ago. The brand itself is branching out into different sports as being a dominant athletic equipment provider; soccer was Adidas primary sport of expansion and continuous use, but now they are starting to make incredibly durable basketball shoes, baseball equipment that is being used by elite MLB players, and even gear that is designed for performance and protection within extreme sports. The message within the advertisement is also one that will resonate with athletes, stating that any prior accomplishment or victory is a figment of the past and must be enjoyed and then put into the back of one’s mind as they begin to attack another challenge or goal.