Brand: Adidas
Execution: TV, Web
Link: Click Here (click to enter Adidas Soccer Site, and watch movie part I and II)
Target: Soccer Enthusiasts
Rating: *****
Reviewer: David

Description:
In a dusty Latin American slum, two boys sit in an abandoned alley, kicking a ball against a wall. In Spanish, Jose asks his friend Pedro if he wants to play a game and the boys start picking a fantasy team of some of the world’s best players. As they call each name, the superstars, including Caca (Brasil), Zidane (France) and Beckham (England) trot out but then Jose picks Beckenbauer, the dominant German Midfielder from the 70’s. Pedro laughs for a second, then his jaw drops open as the legendery and youthful Beckenbauer trots out. Jose sends one of the players into goal, makes others change positions and general treats them like pick-up players playing with his ball. The first spot ends with the kickoff of the game. The second spot, which will air later in the World Cup shows the game itself, with the predictably miraculous playing from the athletes.

What Works:
We chose this spot for just one reason: authenticity of voice. In many other ways, this could easily have been another throwaway World Cup spot where we all get to see great players perform amazing feats, but nobody can remember the brand the next day. What separates this Adidas spot from all of the other efforts is the connection it makes to the soccer world experienced by most of its fans - soccer as fantasy. Adidas understands as few others have that soccer is about dreams for over a billion fans worldwide. It gives these ordinary people an outlet for their imagination. Few of them will ever get to play in a World Cup and even fewer will become legends, but every single one of these boys and girls will be transported from the reality of their lives by the fantasy of the beautiful game. This spot does an amazing job of recreating that sense of possibility that Jose feels as a young boy in a tough neighborhood. It shows the power of soccer to transform.

Because the voice is so authentic, so utterly convincing, it does link back to Adidas and to the brand. It tells us that Adidas understands the sport and shares the passion. That is a strong positioning for Adidas against Nike, which is a relative newcomer to the sport and has a lesser claim to being an authentic soccer company.

What Doesn’t:
Spots like this break some of the conventional rules of branding (such as keeping the brand visibility high) by achieving breakthrough levels of attention and engagement from users. They are most successful at energizing the most faithful brand supporters. There is a necessary risk when creating this type of spot and the risk is that it will be art-directed into mediocrity. This has not happened in this case and it is a credit to Adidas. But campaigning such a finely-executed theme can be difficult and would represent a real challenge for a director or agency who are not at a world-class level.

Branding Bottom Line:
Adidas shoots and scores. Unlike the U.S. team.

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?

1. 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.
2. Ownability - Nothing in this spot belongs to Adidas. Not the tone, not the claims, not the substance. Even the basketball shoe looks generic.
3. 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.
4. 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.
5. 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.