Magazine article Marketing

Adidas Wins over Youth with Caring Sporting Celebrities

Magazine article Marketing

Adidas Wins over Youth with Caring Sporting Celebrities

Article excerpt

Taking a light-hearted look at 'being a better person' is working well for Adidas.

The new advertisement from Adidas has jumped into Adwatch at number 20 this week, achieving 35% recall. Created by Dutch agency 180, the ad uses a tongue-in-cheek creative to show how wearing Adidas makes you a better, more caring person.

Set on a busy street, the ad shows bystanders talking to the camera about an unusual rescue scene they have just witnessed. An elderly woman describes how a big fish was lying in the middle of the road, gasping for water. Another woman cries out hysterically: "It was dying, and nobody was helping it."

We are told how, a "big man" with "bulging muscles" came along, picked up the fish and made a desperate dash to save its life.

The man in question is New Zealand All Blacks rugby player Jonah Lomu. Dressed in Adidas apparel, he runs down the street, bursts through a car wash, and bumps into the back of a van, before finally depositing the fish safely back into the sea.

A diver addresses the viewer and says: "Wearing Adidas makes you more caring about fish . …

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