Adidas Football’s promotion campaign pushing its new ‘Cold Blooded SS18 Pack’ positions the boots as the ultimate weapons of creativity
The campaign revolves around three Adidas’ star player ambassadors – Paul Pogba, Leo Messi and Luis Suárez – who take the director’s seat (well, some semblance of creative control) for their own films.
The aim of each player’s promo is to show off the creative identities of their boots: Pogba focuses on ‘control’ with the Predator boot, Messi on ‘agility’ with Nemeziz and Suarez on ‘speed’ with the X.
The campaign saw regular agency Iris briefed to launch ‘Cold Blooded SS18 Pack’ by positioning the football boots as the ‘ultimate weapons of creativity: the ultimate way for Adidas creators to prove their creative identity’.
The three individual films rolled out across Adidas’ channels through January and February
Watch me create.
Directed by: @paulpogba, @luissuarez9, Leo Messi, & @thef2.#HereToCreate pic.twitter.com/Na5O9YgnG7— adidas Football (@adidasfootball) January 25, 2018
and were edited into a central, 60-second hero film called ‘Watch Me Create: Featuring Paul Pogba, Leo Messi, Luis Suarez & F2 Freestylers’.
While the individual player films are ‘Control by Predator: Featuirng Paul Pogba’,
‘Speed by X: Featuring Luis Suárez’ and
‘Agility by Nemeziz: Featuring Leo Messi’.
The players were assisted by Iris creatives Matt Carter and Jonathan Wedlake and (were really) directed by Gerson Aguerri through Canada.
The three new boot models will form the triumvirate spearhead of adidas’ football boot offering through the remainder of season and the spots rolled out in time to leverage the return of the UEFA Champions League knockout stages.
As well as input from the player ambassadors, the creative director Rachid Ahouiyek was assited by fellow Iris creatives Matt Carter and Jonathan Wedlake, executive producer Michael Hanney, producer Carrie Moores, board director Simon Yoxall, group account director Matthew Glyn, account director Simone Botherway and senior account manager Theo Jenkins.
The production company was CANADA, the executive producer was Oscar Romagosa and the editors were Carlos Font Clos, Charlie Stewart and Chris Coupland.
Post production was handled by Big Buoy, colour by Mark Horrobin of Smoke & Mirrors and sound by Chris Southwell at Unit.
Comment:
At the moment the hero compilation leads the way in terms of YouTube views on Adidas Football with 6.7m, followed by Pogba’s 1.2m, Messi’s 1m and Suarez’ 500K.
There is a sense of fun in these films – seemingly injected by the players themselves.
They dovetail neatly with Adidas Football’s ongoing, global ‘Here To Create’ work: including its New Year festive influencer table ad (see case study), and December’s ‘Predator Is Back’ campaign (see case study).
But buzz around the three spots, despite their star power and pull, has been somewhat overshadowed in the sportswear space (in the UK at least) by Nike’s ‘Nothing Beats A Londoner’ campaign (see case study) that rolled out during the same period.
Links:
Adidas Football:
http://www.adidas.co.uk/football
https://www.youtube.com/user/adidasfootballtv
https://www.facebook.com/adidasfootball
https://twitter.com/adidasfootball
https://adidasfootball.tumblr.com/
Iris:
http://www.iris-worldwide.com/
