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26.07.2005
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Adidas launches a new global football ad campaign
Such known football players as Beckham, Ballack, Raul, Defoe, Kaka ' and Saviola participate in the integrated ad campaign under the name Impossible Field. The campaign, including ad on TV and at cinema, printed and outdoor ad, and also ad in the Internet, was developed by the independent agency 180 Amsterdam, which enters into 180/TBWA group. The first demonstration of the TV ad took place in breaks of The FIFA Confederations Cup 2005 matches. Since July 1 the ad appeared on TV at first in Europe, and all over the world. In Russia 3.14R communications agency promotes the campaign.
In a basis of the ad campaign is a 60 second's TV ad, in which we see the players contending for a ball against the whole army of contenders. Adidas team plays on lines of the football ground marking, freely soaring in emptiness. As the players can run only on lines, they should use to the maximum their opportunities, use cunning and tricks which one could hardly see on a usual ground. Owing to the skill and quick wit the football players keep balance, and their contenders stumble and fall in the emptiness under the field. Thus, we become eyewitnesses of the excellent football. It is the absolutely new level of the game. And the marking of the field, soaring in emptiness, gives us a unique opportunity - to look at football from every quarter.
"In the new ad we establish absolutely new level of football game. We play on the field, hanging in emptiness. And we should play cautiously not to fall, and to keep a ball. During the shooting it is impossible to imagine how will the final variant of the ad look. Having looked it, all I can say is that the ad is shaking", - David Beckham, one of the main players of the new ad, tells.
"Absolutely clear, that it is the absolutely new level of football", - Uli Bekker, Adidas global communications department head, noted. "With the help of the most talented players representing football boots F50+ and Predator, Adidas shows an ideal combination of the attitude to game and skill, even if the game goes on the unreal field".
"We wanted to show the old kind football in where the most important thing is skill. And the game on lines of the marking hanging in emptiness is the first association that occurs when you speak: "Impossible is nothing", - Andy Feckrell, 180 agency creative director, declared.
Daniel Kleinman became the ad's director. Kleinman's career amazes with the set of various successful projects. Daniel was the first who began using special effects in video ads production in the 80th.
In addition to the main ad and to its several short versions the campaign includes versatile ad in press, POS materials and 17 images for the outdoor ad.
Adidas Athletes staring in the ad "Impossible match":
Name: Club and country of origin:
Michael Ballack Bayern Munich, Germany
David Beckham Real Madrid, England
Jermain Defoe Tottenham Hotspur, England
Raul Gonzales Real Madrid, Spain
Kaka AC Milan, Brazil
Javier Saviola FC Barcelona, Argentina
Local versions:
Cha Du-Ri Eintracht Frankfurt, South Korea
Patrick Vieira Arsenal FC, France
Creative teamwork:
Client: Adidas international
Juli Becker, International communications department Head
Arthur Hyold, International ad department Manager
Martina Zharbaher, International ad department Manager
TV, video, press and outdoor ad:
Agency: 180 Amsterdam (180\TBWA)
Executive director: Andy Feckrell
Creative and art-director: Din Marion
Copyrighter: Ben Abramovits
Personal managers: Dan Gibson, Mark Shermers
Planning: Peter Klein
Projects manager: Michel Hopkins
Commercial manager: Chris Barrand
Polygraphy: Marlon Lee
Decorating: Mod Klarenbik
Artist: Arno de Ruihter
Photographer: Tom van Hil
Production company: Kleiman production, London
Director: Daniel Kleiman
Executive producer: Jonnie Frankel
Production manager: James Hatcher
Local production company: Twentyfour-Seven, Madrid
Producer: Iwo van Volenhoven
Manager: Odet Abadija Gomez
Editorial company: Cut & Run London
Editor: Steve Gandolfi
Editor assistant: Charli Kazelton
Post-production studio: Framestore CFC, London
Special effects creation: William Bartlet
Special effects producer: Scott Griffin
Colorist: Matt Turner
Artist: Nichia Kamkiu, Daria Eshlej
Computer graphics: Simon Stoni, Din Robinson, Laura Diaz
Record studio: Grand Central, London
Arranger: Razha Segal
Producer: Sam Myers
Sound design company: 740 Sound Design, Santa Monica, CA
Sound designer: Dane Devis, Eddi Chu
Creative director: Scott Genneri
Under the direction of: Tom Holkenborg, known in professional circles as Jeanki XL
Musical editor: XL B.V., the Netherlands
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