'It Takes 5IVE' campaign for signature shoe presentation
14 Oct '06
3 min read
Adidas announced the launch of a new global basketball movement featuring NBA All-Stars Tracy McGrady, Kevin Garnett, Tim Duncan, Chauncey Billups and Gilbert Arenas. The movement of the "It Takes 5IVE" campaign is based on the idea of believing in something bigger than the individual-believing in five, believing in team.
This movement will be showcased in the upcoming adidas global basketball campaign, "It Takes 5IVE." The campaign will feature situations highlighting the players as individuals, but in the end the players tell the viewers they have been fooled if they believe it is any one individual when "It Takes 5IVE" guys working together to do great things.
The "It Takes 5IVE" campaign will debut globally on television beginning October 16th, 2006, and on http://www.adidasbasketball.com. The campaign concept idea originates from conversations with the players and has been developed by adidas' global advertising partner TBWA/Chiat/Day San Francisco, part of the 180/TBWA alliance.
The television campaign was directed by Ringan Ledwidge and will launch with a: 30 brand spot in which all five players will appear together. The camera catches a glimpse of some of the behind the scenes moments that everyday fans aren't used to seeing: locker rooms, events, photo shoots and in the midst of these situations, the athletes break mold and turn to deliver their line directly to the camera.
The print for this campaign sums up the message of team by conveying a different characteristic that each of these All-Stars brings to the team. The brand print ad features all five athletes blending into each other as they go up for a slam- dunk. The copy points to the characteristic that each brings to the team, culminating with the line "It Takes 5ive."
marketing@alchempro.com
