This time the hashtag, which is #bethedifference, is not central to the ad and only a small addition at the end of the clip.Īll in all, I think that Adidas did a good job. Desire to have the new boot is naturally high because the laceless shoes are something special, revolutionary, and people especially young players want to own these extraordinary boots to impress their colleagues.ĭifferently to former Adidas ads the social media connection is not as emphasised as it used to be. Also a young girl, Lisa Zimouche, actually going through the web featured in the ad to get attention from the rising female audience. To reach even a wider audience Adidas collaborated with Sean Garnier, a popular freestyle footballer with whom Adidas can address the casual football players and reacted to the increasing popularity of five-a-side football.
Interest arises when people see the new product being used by probably their idols and celebrities they admire. It tells the audience that with Adidas products you can achieve everything, you can “Boss” everyone.Īnalysing this ad through the classic AIDA model it is obvious that Adidas wants to catch the people’s attention through being fresh and young, provocative and of course with presenting their high profile brand representatives. Zidane describes himself as the Boss but the others show him through different skills “who the boss is now – like the campaign says: “Boss everyone” – they “boss” Zidane and finally the ad ends with a teenager replying to Zidane’s statement: “No more”. The main ad which is supported by many short clips featuring different Adidas testimonials includes four generations of their star players: starting with the retired Zidane, followed by highly rated established Özil, carrying on with the rising Dele Alli and finally starring the future. In this ad Adidas takes use of different trendy symbols and phrases like the: I don’t care – “Thug life” phrase.
The new “Boss everyone” campaign is all around the new ground-breaking laceless football boot. So once again Adidas wanted to make people take about them.
Adidas soccer boss full#
Whatever you have, whoever you are, whatever you have achieved – there will always be haters, but that gives you power – pushes you forward and makes you strong: that was the message featuring different Adidas players and a background full of hashtags. The “There will be haters” campaign stood out because of the direct message and the sense of arrogance. The controversy of the bloody heart engages people to discuss on the ad with their friends but especially through social media which was the obvious aim. The message was that the Adidas sponsored players give everything, give their heart, for their nation. For example the World Cup campaign for Brazil featured a controversial picture of Lukas Podolski with a bull heart in his hands. When we take a look at the previous ads with the slogan “There will be haters” or the “All in or nothing” World Cup 2014 campaign we can clearly recognise their approach to get young people’s attention and to stimulate conversation about the campaign on social media. Adidas‘ new campaign to promote their new laceless football boot Adidas ACE16+ Purecontrol follows their previous football campaigns with being young, provocative and using trends.
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