Magazine article Marketing

Marketing Promotion: The Thinkboxes Awards for TV Ad Creativity - Pure TV Brilliance from Adidas

Magazine article Marketing

Marketing Promotion: The Thinkboxes Awards for TV Ad Creativity - Pure TV Brilliance from Adidas

Article excerpt

As an authentic sports brand and LOCOG/Team GB sponsor, Adidas wanted to celebrate London 2012, but also ensure it occupied a unique space.

Its 60-second, Olympic-themed brand campaign, entitled 'Take the stage', showcased that there is a platform for everyone in 2012. It featured Team GB athletes, including cyclist Victoria Pendleton, gymnast Louis Smith and diver Tom Daley. The brand also wanted to make the Games relevant to uninterested 13- to 19-year-olds.

Athletes all have their own reason and motivation for taking the stage at an Olympic Games and Adidas was seeking to demonstrate that only it could bring you closer to them.

To achieve this aim, the copywriter spoke to each athlete to get genuine insights into their mindset. This authenticity was at the heart of what the brand wanted to communicate.

Adidas marketing director Nick Craggs says: ''Take the stage' was so right for Team GB, but intuitive for consumers, too. It was also successful because we could activate it across PR, digital or ATL, all with the same brand DNA. …

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