SBD/Issue 52/Sponsorships, Advertising & Marketing

Gerrard, Ballack Among Stars In New Adidas Viral Ad Campaign

adidas has launched a series of four viral ads featuring Liverpool MFs Steven Gerrard and Xabi Alonso, Chelsea MF Michael Ballack, Arsenal F Emmanueal Adebayor and Real Madrid MF Arjen Robben to promote their new lines of soccer shoes, according to Mark Sweney of the Manchester GUARDIAN. The first ad, called "Clay Pigeon," depicts Gerrard "attempting [to] knock targets -- fired by Alonso -- out of the air" with a soccer ball. The second ad sees Ballack "deliberately missing a target while aiming through a hoop -- so he can hit a man standing nearby." adidas said that both ads, created via 180 Amsterdam, are designed "to take a light-hearted look at the 'extreme power of the boots, in entertaining, surprising ways.'" 180 Amsterdam said that the online campaign, which will ultimately include 25 clips, represented a "new fast-turnaround 'grass roots' approach to advertising." Sweney noted that is in "marked contrast to Adidas' more typical strategy of expensive, high-quality campaigns" (Manchester GUARDIAN, 11/25).

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