Adidas Viral Ads To Promote Boot Range
adidas is running a series of viral online adverts to promote its array of football boots featuring its portfolio of endorsees including England midfielder Steven Gerrard and German captain Michael Ballack.
The first of the 25 short clips, created by adidas’ incumbent advertising agency 180 Amsterdam, are to be initially rolled out online but may also be used on TV or on in-store screens, as well as content for upcoming multimedia project adidas TV.
In one ad promoting Predator boots, called ‘Clay pigeon’, Gerrard is seen attempting knock targets – fired by Liverpool team-mate Xabi Alonso – out of the air with a football.
A second online ad for the Predator boots sees Ballack deliberately missing a target while aiming through a hoop – so he can hit a man standing nearby.
Two more adidas viral clips, featuring Arsenal striker Emmanuel Adebayor and Chelsea winger Arjen Robben, aim to promote the customisable F50 boot.
In ‘Snake’, Adebayor is seen using a F50 boot to play a computer game, based on the arcade game Snake.
Robben appears in ‘Magic boot’, apparently using mind control to assemble the various parts of the F50 TUNiT boot.
180 Amsterdam said the online campaign represented a new fast-turnaround ‘grass roots’ approach to advertising, in marked contrast to adidas’ more typical strategy of expensive, high-quality campaigns.
