Adidas has launched its £50M ($84M)-plus global World Cup ad campaign "featuring stars including Lionel Messi and a new track by rapper Kanye West," according to Mark Sweney of the London GUARDIAN. The TV ad campaign debuted during halftime of the Champions League final between Real Madrid and Atlético Madrid on Saturday. Adidas is "positioning the campaign as the biggest global push in the company's history." This means the media spend "is likely to be well in excess of" £50M, although the company "would not confirm this." The ad, called Leo Messi's World Cup Dream, has been directed by City of God's Fernando Meirelles. Using the strapline "All in or Nothing," the campaign "features some of the world's best footballers," including Luis Suarez and Dani Alves (
GUARDIAN, 5/24). MARKETING WEEK's Russell Parsons reported adidas "is taking an unusual approach to engendering loyalty among social media followers" by encouraging them at the end of its World Cup ad to "opt out of CRM initiatives and Twitter updates if they can’t demonstrate they 'understand Adidas’s philosophy and approach to football.'" The final frame of the YouTube ad "will ask people to click 'all in' or 'nothing' buttons, a reference to the campaign’s ‘all in or nothing’ name" (
MARKETING WEEK, 5/24).
