Beckham Fronts New Global Adidas Campaign
adidas is launching a major new TV campaign headlined by David Beckham featuring
the former England captain talking about the death threats he received after
being sent off in the 1998 World Cup.
The ad, which will debut during the half-time break of this evening’s
Champions League game between Liverpool and Barcelona, sees Beckham talk about
his career highs and lows from overcoming the adversity of the death threats
following the 1998 Argentina game to scoring the goal against Greece that put
England into the 2002 World Cup finals.
The advert ties in with adidas’ long-running ‘Impossible is Nothing’ campaign
with the strapline used at the end of each commercial.
The Beckham ad forms the backbone of a wider global campaign with similar
creative executions running in other regions.
Among these supporting ads include rugby star Jonah Lomu talking about
dealing with his rare kidney disorder and Argentine footballer Lionel Messi
discussing his childhood illness. Another execution featuring Indian cricketer
Sachin Tendulkar is currently in production.
The global campaign, created by ad agency 180 Amsterdam, includes 21 TV
commercials, one longer-format film, 15 documentaries and behind-the-scenes
clips, as well as a print and outdoor campaign.
The total spend on the activity has been estimated at as much as £50m
globally.
