MUMBAI: Footwear maker Adidas has announced a new global advertising campaign with basketball as its core theme.
The TVC featuring NBA All-Stars Kevin Garnett, Tracy McGrady and Tim Duncan reveals that they were Made to Perfection.
The campaign coincides with the launch of Garnett's second signature performance basketball shoe. This fully integrated campaign was created by TBWA and debuted in the US on network and cable television yesterday 6 February. There will be extensive print, outdoor, point of sale, public relations and on-line executions.
In India, Adidas is using Sachin Tendulkar for its Impossible Is Nothing campaign. Last year Adidas had launched a new series of shoes, the Master Blaster series.
Dwelling on the US campaign Adidas head global brand communications Uli Becker said, "We feel that the message behind this campaign will resonate with our consumer and create excitement for the launch of a 3 Garnett '05."
The campaign opens in a remote workshop with an artist who is making a very detailed lifelike figurine of Kevin Garnett. He is very meticulous in his work, taking great effort and care in his creation. As he progresses on realises that he has created very realistic models of Kevin Garnett, Tracy McGrady and Tim Duncan.
The craftsman then takes the figures to a small door located on the floor of his workshop. He then reaches down and lifts the roof of a real arena and begins placing the three superstars on the court.
While being lowered onto the court Garnett, McGrady and Duncan all come to life. Soon after, a basketball drops down and lands between the players on the court. "The Big Three" then realize what their mission is: to be the best basketball players and ensure the future of the game.
Besides the TV spot Adidas has also come out with a 3D animation film The Journey. The film is a continuation of the broadcast spot. The three stars find themselves in an empty arena where they encounter a mysterious janitor, who leads them on a time-warp journey to basketball's past, present, and future.
The janitor shows them basketball in its purest form in the past, the game's present day heroics, and an unsettling glimpse of what could be basketball's future. The players, fraught over the future state of the game, realize that they must work to preserve the purity of the sport for future generations.
