Basketball star Tracy McGrady in Adidas' new global campaign

MUMBAI: Footwear manufacturer Adidas has announced the launch of a new global basketball campaign highlighting Houston Rockets all-star forward Tracy McGrady and his latest adidas shoe, the T-MAC 5.



The fifth edition of superstar Tracy McGrady's signature shoe, the T-MAC 5 is set to launch globally at all major retail partners and on-line at on 28 October, 2005.

The strategy behind this highly integrated global brand campaign is to highlight the feats that T-MAC had been doing on the basketball court his whole career- scoring 13 points in 35 seconds against the eventual NBA World Champion Spurs, scoring 62 points in a game, becoming the youngest player in NBA history to lead the league in scoring. This type of play allows adidas to take a much more creative approach when creating a fully integrated global brand campaign and that is what is done with Folklore.



Folklore talks about T-Mac in a whole different way by using the art of storytelling and metaphors, borrowing from these ideas to tell a more fantastical and magical story of McGrady. Adidas states that Television is the highest level of storytelling and it introduces the idea of Folklore. The Folklore TVC continues to use the adidas creative approach of

metaphors to tell a story.

Folklore starts off with voices of several kids telling a story with each kid jumping in to give the "real" version of what really happened. As they speak, we see T-Mac doing what they say happened. The opening scene has T-Mac at the free throw line. As he begins to shoot, his uniform changes from home black to road white then back to black as the shot goes in. He then steals the ball and blows past two defenders. When a third defender appears, T-Mac is so quick that when he blows by him for the dunk the defender's arm breaks.

In the replay we see that as he goes up for the dunk, T-Mac according to the kids grabs a stack of quarters off the backboard. When we return to the action, T-MAC once again steals a pass. T-Mac is on fire as he begins to dribble and approaches the arch, where he then hits a three, just as it starts to rain. On the next possession, like an animal, T-Mac strips the inbounds pass. The next thing we know he is getting rushed by everyone in the stadium. He then rises above the game and the moment with the help of wings and drains a three to win the game as it once again rains.



As he walks off the court, T-Mac knows that he has stepped up in the moment when his team, the fans and the game needed him most and made the impossible happen.

The print campaign tells the story of Tracy McGrady, his signature shoe the T-Mac 5 and its unique design elements: incorporation of wood and the strap. In each execution, the ad starts off with a truth, and extends

into a story of mythical proportions, highlighting the amazing things that T-MAC has done. Each print ad finishes open-ended, driving people to the adidas basketball website to find out more and to bring together both the television and print campaigns.

The campaign will also be supported by point-of-sale, public relations and on-line executions.

Latest Reads
iProspect conceptualises unique digital video for ICICI two-wheeler insurance

iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.

MAM Media and Advertising AD Agencies
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People
Cornitos unveils 'Crispy' mascot

Cornitos, the flagship brand of Greendots Health food Ltd, rolled out its new brand campaign announcing the launch of its mascot. With its inception in 2009, it is for the first time that the brand has given a face to its much-loved Nachos category.

MAM Media and Advertising Ad Campaigns
Barbie's 'Power Of Play': Mattel, BBDO remind parents

MUMBAI: Mattel Asia has launched a new video for its Barbie® brand as part of its broader initiative to empower girls. Mattel Asia, takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part...

MAM Media and Advertising Ad Campaigns
Zee Mundo hires Steinbranding

MUMBAI: Steinbranding, the international design agency with headquarters in Buenos Aires, responsible for the image of more than 50 channels worldwide, was chosen by the major Indian media group, Zee Entertainment Enterprises to create the brand, naming and on-air & off-air branding for Zee...

MAM Marketing Brands
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories