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Adidas releases its largest global integrated ad campaign

MUMBAI: Adidas has announced the launch of its latest football advertising campaign ‘Impossible Field,’ which is its largest global integrated advertising campaign.

The campaign brings together six international football stars – David Beckham, Michael Ballack, Raúl, Jermaine Defoe, Kaká and Javier Saviola to capture the essence of ‘Impossible is Nothing.’

 

The campaign centers on a 60-second commercial in which the players take on an army of opponents all intent on owning the ball. With a mix of precision, balance and power the Adidas team perform on the raised lines of a football pitch.

Unable to run on anything other than the white lines, the players are forced to push their skills to the limit, using tricks and moves unlikely to be seen on a regular pitch.

The players’ skill and ingenuity send opposition players stumbling and falling into the void below. This portrays the superior level of football that is inherent to these players. Whilst still being true to football, it is also taking the game to another level. The raised playing field provides a unique perspective on the game of football, creating a 360 degree experience of the players in action along the pitch lines.

 

 

"The Impossible Field campaign reinstates Adidas’ belief in ‘Impossible is Nothing.’ The campaign clearly takes football to the next level. With the most talented team of Adidas football players, it delivers an unbeatable combination of attitude and skillfulness - being played on an impossible pitch," says Adidas India Marketing Pvt. Ltd managing director Andreas Gellner.

 

 

Created by the international agency - 180, the commercial contains nearly 100 shots that took place over a period of seven days in a large studio in Madrid.

Adidas brand ambassador David Beckham says, "In this commercial we’re taking football to a different level. The field has been raised and we play on an elevated field. We have to do so without falling, and of course we have to keep the ball all the time. During the shoot you can’t help but wonder how the commercial is going to look in the end. But after seeing the final version, all I can say is that it’s just amazing to see how it all came together."

Adidas India has also put in place an integrated communication approach to support the launch of Impossible Field. The campaign will include television commercial, cinema and outdoors in addition to retail marketing. Adidas has also launched a dedicated microsite on Impossible Field.

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