Adidas continued its ‘Here To Create’ concept through the festive season with a blockbuster global December spot featuring a plethora of stars from across the sport and entertainment landscape all gathered to discuss ‘creativity’.
From superstar athletes spanning several sports (including the likes of Lionel Messi, Paul Pogba and James Harden, Damian Lillard, Candace Parker , Lindsey Horan, Aaron Rodgers, Von Miller, Kris Bryant and Carlos Correa), to musicians (such as Pusha T and Pharrell Williams) and famous fashion faces (eg Alexander Wang and Karlie Kloss), the spot brings creative influencers together around a long table to discuss/deliver/debate the brand’s marketing manifesto and consumer call to action.
“Calling all Creators – those with the need to make something new: the game changers, the difference-makers, the boundary-breakers, the tomorrow-takers. Join us. Let’s change sport. Let’s change lives. Let’s create.”
As the spot unfolds and the stars philosophically debate the concept of creativity, the shots of the Adidas apparel clad stars are cut with camera pans beneath the table to focus on their new Adidas footwear (including Futurecraft, Parley and UltraBOOST).
‘Calling All Creators’ debuted on the brand’s YouTube channel on 20 December and rolled out to 33 countries worldwide (including the USA, Japan, China, Canada, the UK, France and South Korea).
Following its digital introduction, the commercial also aired in cinemas and its on-air Tv debut was in the USA during the Christmas Day NBA games.
The initiative, developed in harness with creative agency 72andSunny, aims to act as a form of 2017 creative wrap and 2018 bridge to show how its brand stands up for talent, innovation and the future of cultural creativity.
“Creativity is everything in today’s game. It’s about making a statement. I think what we’re trying to do is leave a mark so the game will never be the same,’ they say. We’re all creators, related by a mindset. That’s our job – to continue to try to enlighten while we inspire. It’s not about borders, gender or race.”
“We live at the intersection of sport and culture and the people around the table represent that,” said Adidas VP and global brand communications Ryan Morlan.
“Each person featured in this campaign are true creators in their own right and have shaped their industry in some way or another. We wanted to bring this notable group of creators together to inspire others to think differently in their game, life and world. The level of engagement from every creator at the table was unbelievable. Each and every creator featured in this film contributed their own words to the final product.”
Comment:
Adidas are, of course, no strangers when it comes to blockbuster celebrity commercials.
Indeed, the brand practically prides itself on being driven by creative innovators not just in the sports space, but far beyond into the worlds of fashion, music, design and technology with the likes of Selena Gomez, Karlie Kloss and Stella McCartney, as well as Gareth Bale and David Beckham.
But this all-star cast holiday season spot sees the brand step its A-List influencer ad game up a notch by bringing its endorser stable together around one table.
It aims to reinforce Addidas’ position as the Creator Sports Brand for 2018 and continue its mission to redefine athletic pursuits as a form of creative expression through a multi-dimensional story spun from long and short-form content across social, TV and adidas.com.
This is a Christmas table gathering designed to spread influence.
Talk about bringing out the big guns.
It is something of a shame that the spot itself relies so heavily on its star power and its brand message, rather than on any kind of innovative visual flair that might reflect the core ‘creative’ concept.
This latest work continues were Adidas left-off its creators marketing in November.
Links:
Adidas
https://www.facebook.com/adidas/
https://www.instagram.com/adidas/
https://www.adidas.com/heretocreate
72andSunny
