Youtube VideoThe last adidas campaign featuring a galaxy of stars was largely deemed to be an expensive, cringe-worthy flop. But the German apparel behemoth is aiming to make amends for that misfire with a massive new global campaign called 'adidas all in'. And while it doesn't quite reach the giddy heights of Nike's 'Write the Future', it comes pretty damn close.
The campaign, which adidas claims is the biggest it has ever launched, went live yesterday and all three sub-brands—adidas Sport Performance, adidas Originals and adidas Sport Style—have come together for the first time in an effort to show how many sports, lifestyles and cultures the brand now permeates. It was conceived by Montreal-agency Sid Lee, and the ads feature Lionel Messi, David Beckham, NBA star Derrick Rose, Katy Perry, the adidas skateboarding team and, most importantly Piri Weepu and a few All Blacks in haka mode, albeit very briefly.
Sid Lee was hired as the global advertising agency for lifestyle label adidas Originals at the start of 2008 and developed the global campaigns for Originals in 2009 and 2010. In 2010, it was announced as the global lead-agency for the entire adidas brand. Directed by Romain Gavras, the campaign is built around a 30- and 60-second version of the commercial for TV and cinema as well as an extended two-minute version online.