Adidas Builds Garnett a Shrine
Brand: Adidas
Execution: TV
Link: Click here
Target: The Basketball-Obsessed
Rating: *
Reviewer: David
Description
This spot features NBA superstar Kevin Garnett in several different fantasy scenarios. First he is a Starship-troopers type Marine, leading a battle charge. Then he is Batman, using a gadget to save a falling woman. Then he is a boy on a playground. Then he is a gladiator in the arena. Next he is a stand-up comedian. Finally he is Kevin Garnett on a basketball court. The spot ends with a shot of an Adidas Basketball shoe and the tagline “Impossible is Nothing.”
What Works:
This is a slick, effects-heavy, fast-moving spot. Fans of Garnett will no doubt be drawn to this spot by his omnipresent face and physique which are featured in nearly every frame of the spot. The pacing of this spot is brisk and the soundtrack lends a storybook feel to the action.
What Doesn’t:
Adidas and Nike seem to be competing to see which sneaker giant can spend money faster and with the least effect. After the absurd Nike spots featuring LeBron James in four different roles of a sitcom (see our review here), this advertising blog thought the bottom might have been reached in this category. But a close examination of this spot shows that it can, in fact get worse - at least from the marketer’s perspective. Shall we count the ways?
- Branding - We don’t see the shoes until the last 10 seconds of the spot and barely get a glance before it is done. This spot is a departure for Adidas, so there is no defense in claiming that it will be instantly identifiable as Adidas advertising.
- Ownability - Nothing in this spot belongs to Adidas. Not the tone, not the claims, not the substance. Even the basketball shoe looks generic.
- Brand Positioning - It is not at all clear how this spot is intended to position Adidas. Garnett’s position is clear - he is everything the mind can imagine. But Adidas does not come along for the ride.
- Selling Proposition - What is Adidas telling us that we’re buying when we get a pair of basketball sneakers? A fantasy, no doubt but what fantasy? To be a stand-up comedian, a warrior or a great player? This spot doesn’t choose.
- The Great Ego Ride - Ultimately this spot is a huge ego trip. We are not suggesting it is a trip of Mr. Garnett’s devising. But he has been sent on the trip and now he owns it.
Shoe advertising has gotten so far from shoes that they seem to be no more than an afterthought here. We believe that image is important in fashion. But we are not at all clear what image we should have here. Adidas is building Kevin Garnett’s brand, but not its own.
Branding Bottom Line:
Garnett should thank Adidas for the multi-million dollar love letter.
January 27th, 2006 at 2:56 pm
Interesting. I’ve watched Adidas over the last couple of years rise up to challenge Nike in the sneaker/sports category. How have they done it? Pretty much all the ways you’re criticizing them for: celebrate the athlete and hope the glow spills over to the brand. And, for the time being at least, it seems to be working. Just ask Nike. (Or read your review of the Lebron ads, which argues that Nike “blinked” in the face of Adidas pressure). I would argue the emotion and visual approach make it more Adidas than Nike - albeit a brand language and tone that may not have been around long enough to truly register with the viewer yet. (remember those ads with Ali fighting his daughter? the God figure making little basketball playing dolls? this is definitely in that world, not the Bernie Mac-as-preacher world of Nike) Also - like in Nike ads, there are people wearing Adidas throughout (on the kids in the playground, on the athlete himself as the hero, etc) which I think helps claim a little space for the brand.
I agree that this strategy is risky - athletes jump ship, contract to contract, and as they build this players reputation it could backfire if he jumps to Nike next year. And if Adidas doesn’t start to claim it’s own postion, one that doesn’t rely on its athletes, it may not last. (”Just do it” has a place in the lexicon, “Impossible is nothing” does not. I’m guessing that will catch up to Adidas if they don’t mark their territory with it)
But, in the meantime, I bet this campaign resonates with the audience, and will continue to build this brand in their current strartegy.
Now, will it sell sneakers? (or just as importantly) Raise Adidas stock prices?
Your guess is as good as mine.
January 28th, 2006 at 5:09 pm
I agree very much that Adidas has done a great job sneaking up on Nike and that these spots are more authentic to Adidas than the LeBron spots are to Nike. You make a good point about some of the scenarios being more relevant to shoes as well. We will both see what happens to Adidas and Garnett. Thanks for the well-considered comment.