Sachin Tendulkar to feature in global adidas campaign
13 Mar '07
4 min read
The unique content was created by inviting the athletes to spend time in an art studio with a toy box of art supplies and allowing them to bring their story to life in their own way. This created a wealth of material which consumers will see in commercial films, posters, books, documentaries, exhibitions and even clothing designs.
In film, digital, and retail content, the athletes' real-life experiences come to life through animated films and static images created by the athletes themselves. The results are deeply personal, edgy and refreshingly honest.
Highlights from the new campaign include Sachin Tendulkar relating his Impossible is Nothing story from the days when he trained under Achrekar Sir in Mumbai; David Beckham telling how he braved death threats from fans after the 1998 FIFA World Cupä; All Blacks rugby legend Jonah Lomu talks about the challenges he faced when told of the possibility of spending the rest of his life in a wheelchair and US basketball star Gilbert Arenas explains the reason he wears the number 0 on his shirt.
The integrated campaign will launch simultaneously on a global and local level and includes 21 TV commercials, 15 documentaries, 1 long-format film, behind the scenes footage, large scale outdoor as well as exclusive digital content to be found on company website.
“We are all immensely proud of the campaign. I think the team has managed to encapsulate an honesty and truth rarely seen by the athletes. Wouldn't it be amazing if all advertising could be this inspiring and meaningful?” said Mr. Richard Bullock, Executive Creative Director, 180 Amsterdam.
adidas has a long history of challenging the impossible. The adidas core brand message was, and remains today: 'Impossible Is Nothing'.
marketing@alchempro.com
