A slew of sports stars from the Adidas endorser stable feature in the sportswear giant’s latest creativity-themed campaign urging consumers to call their own shots.
This athlete ambassador led, all-singing and all-dancing ad, set to Kid Cudi’s ‘Surfin’ track (featuring Pharrell Williams|) is a typically positive and energetic summer spot and continues the brand’s ongoing creativity led umbrella positioning.
Amongst other athletes, this 75-second video stars Dak Prescott (Dallas Cowboys), Kris Bryant (Chicago Cubs) and Candace Parker (LA Sparks): who are all singing, rapping and chanting about being “too busy makin’ my own waves”.
Following in the footsteps of the brand’s other recent spots, this high-energy film (developed by 72andSunny Los Angeles) combines quick cut-scenes of the sports stars succeeding on courts and in stadiums across the USA.
It includes the increasingly de rigueur playful, social media-inspired shots and closes with the brand’s umbrella “Here To Create” tagline.
The core commercial debuted on-air on ESPN during the ‘Excellence in Sports Performance Yearly Awards’ and was amplified across adidas’ digital and social platforms.
Supporting the hero commercial, there is a 30-second cut and six shorter, sports-specific digital ads focused on basketball, softball, baseball, street ball, football and futsal.
Comment:
Adidas continues to leverage the idea of ‘creativity in sport’ in most of its contemporary campaigns as it aims to own the ‘creator sports brand’ positioning: an approach which has seen something of a reversal of company fortunes as it has been regaining revenue and commercial ground against many of its competitors – particularly Nike.
This summer anthem spot, which has notched up around 9m YouTube views alone since its mid July debut, follows in the footsteps of matching earlier US work including Unleash Your Creativity” (with 32m YouTube views),
and the James Harden led ‘Basketball Needs Creators’ (6m YouTube Views),
alongside the Paul Pogba led ‘Football Needs Creators’ (11m YouTube Views).
Links:
Adidas
http://www.adidas.com/heretocreate
https://www.youtube.com/user/adidas
https://www.facebook.com/adidas/
https://twitter.com/adidas
https://www.instagram.com/adidas/
72andSunny Los Angeles
