It's rare for sports advertising campaigns to really harp on the good values of the game. Most of the time, sneaker companies are bent on selling their star players, and, as a consequence, their shoes. You watch Lebron James' Nike commercials, and you see they're all about him-- not the next, as the ad says, the first.
Adidas has gone the completely opposite direction with its "It Takes Five" campaign. They still have the requisite stars selling sneakers-- Kevin Garnett, Tim Duncan, Tracy McGrady, Gilbert Arenas, and Chauncey Billups. But the thrust of the campaign isn't the stars themselves, but a concept these stars are selling-- that it is team ball, not individual greatness, that matters.
Hats off to Adidas and TBWA\Chiat\Day San Francisco for such a cool, relevant ad campaign.
Adidas has gone the completely opposite direction with its "It Takes Five" campaign. They still have the requisite stars selling sneakers-- Kevin Garnett, Tim Duncan, Tracy McGrady, Gilbert Arenas, and Chauncey Billups. But the thrust of the campaign isn't the stars themselves, but a concept these stars are selling-- that it is team ball, not individual greatness, that matters.
Hats off to Adidas and TBWA\Chiat\Day San Francisco for such a cool, relevant ad campaign.
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