Adidas new multi-phase ‘Create Your Own Game’ campaign urges individuals to aspire to make something new themselves rather than wallow in superstar idolatry
The sports brand aims to put the focus firmly on individuals not stars – on the consumer rather than the celebrity endorser – with messages built around encouraging them to forge their very own path.
The new 90-second film that sits at the heart of the initiative centres on a young, amateur player (an advertising everyman) stating his commitment and intent to focus on his own future.
‘Listen up world. I’m not just any footballer. Mark my words. I’ll be one of the best. And have it all. I’ll be a beast – a creator,’ says his narration.
The creative may feature the faces and the skills of many of Adidas’ biggest star names – including Messi, Bale, James, Özil, Müller and Rubio – but the focus is on putting aside hero worship and celebrity obsession and finding your own way.
‘These are not just my heroes anymore; they’re my competition,’ the narrative continues. ‘I’ll take on all of them and create something new. You might want to follow me. Don’t. Create your own thing.’
The work is also being apmplified across Adidas’ digital and social channels – including Facebook and Twitter.
Your heroes are now your competition. Don’t just follow; go out and create your own game.
https://t.co/kMA9ermV0S
— adidas (@adidas) August 6, 2015
The campaign’s central commercial, directed by Smuggler’s Henry-Alex Rubin, offers a clear message: aspiring athletes should unfollow their heroes and carve out their own path in order to achieve greatness.
‘The game of soccer has changed and we want to celebrate the new, the different, the rule makers and innovators,” argues Eric Liedtke – the Adidas board member responsible for global brands.
‘”Create Your Own Game” is a compelling concept, inspiring the creators of today to push the game forward. It encapsulates the brand’s vision that is relevant to all sports and athletes and encourages creators to think differently, take inspiration from heroes, but ultimately create their own game.’
This new ad follows on from the Sport15 campaign that Adidas launched in February with former agency 180 L.A. (see previous case study).
Comment
One can’t help but wonder whether any ad with an anti-endorser message that features so many of its big name brand ambassadors, can be truly genuine.
But the spot has certainly been a major success if viewing data is the judging criteria.
After all, with more than 40 million YouTube views (and 52,684 likes with just 5,803 dislikes), the spot is topping August’s viral charts around the globe.
It was back in March that Adidas replaced 180LA with agency 72andSunny and tasked it with rebooting the sports brand’s marketing.
And this campaign concept is the new agency’s first work for the German apparel behemoth.
Both client and agency describe this campaign as a ‘complete shift in how Adidas communicates as a company’ and says that future marketing will follow the same ‘follow your own path’ theme.
The brand’s focus is shifting from fans idolizing and copying Adidas’ star ambassadors to encouraging and inspiring them to make their own visions reality – to create, not emulate.
Links
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Adidas Website:
72and Sunny
