Richie McCaw and Sonny Bill get deep in 'Take Today' Adidas campaign

  • Advertising
  • March 4, 2015
  • Holly Bagge
Richie McCaw and Sonny Bill get deep in 'Take Today' Adidas campaign

Adidas has released a new global campaign about seizing the moment, which features some of the world’s top athletes, including All Blacks Richie McCaw and Sonny Bill Williams.

The campaign by 180LA features 30-second TVCs of top athletes from around the world who are at the top of their game in their respective sports, delivering short monologues about why they “take today”. And it's the biggest campaign since 2011's 'All in'

Creative agency Augusto is behind the New Zealand share of the campaign, and the agency filmed several Kiwi athletes in addition to the All Blacks.

The campaign is about ignoring the implications of failure and “taking” the moment like a top athlete, focusing on techniques that are well practiced, achieving success not failure, and learning from past mistakes instead of dwelling on them.

In Richie McCaw’s monologue, he says he doesn’t believe in magic but he believes in hard work: “I believe in my team mates, all four and a half million of them. And that’s why I take today”. While Sonny Bill says that losing is not an option, not for an All black, and not for a Kiwi: “I never do anything less than take today”.

The international roll out of the campaign also includes clips of a range of other Adidas-sponsored sports stars—including Leo Messi, Kevin Jorgeson and Virat Kohli—speaking to the camera.   

In November 2014, Augusto also worked on the promo video for the new Adidas jerseys, which featured a few fearsome All Blacks running towards the camera and seems to borrow a few tricks from the horror genre. And there's also a typically deep, quite earnest voiceover: "out of the shadows comes the unknown, a merciless storm. It exerts power and control. It's intimidating, uncompromising and relentless. It is black and we've just made it blacker". 

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