Adidas has launched its new campaign with Sachin Tendulkar, and its among the better campaigns seen in recent times. Watch it below:
Some notes on the analysis of the ad:
1. Use of Sachin:
Among the better ways I have seen Sachin’s endorsement being used. You will understand me if you have seen ads for Castrol, Luminous Inverters and Ujala (alright, this last one seriously had me in splits – just because the company had money to throw, they picked up Sachin !! There is supposed to be at least some logic involved in picking a brand ambassador! )
I like the way Sachin has been used here because:
a) It doesn’t focus only on excellence – something which ad-makers tend to restrict themselves to when talking about Sachin. Excellence is now too common a factor when Sachin is concerned, and does not create any differentiation
b) It talks about adaptability, toughness and commitment to excelling in the field. This is what Sachin is most known for today, the one guy who has been defiantly showing to generations coming and going that if one can keep working hard, he can and will succeed.
2. Specific Quality brought to fore – A specific quality, the above mentioned adaptability and toughness is brought up by Adidas, highlighted by the tagline ‘Bring it on!’.
In the sports apparel segment, everyone ends up showcasing sportiness, which they highlight by showing champions of the game. Adidas has talked about the preparation aspects of sports, the toil and sweat that goes into the making of a champion, setting itself in the position of being the perfect accessory to success in sports.
3. CWC ‘11: Adidas answer to Nike spoiling its FIFA WC ’10 party?
In a popular ambush, Nike was commonly thought of as the Official Sponsor of the FIFA world cup 2010, inspite of the fact that Adidas was the licensed official sponsor. Nike achieved this through an immensely viral soccer-themed campaign with numerous international stars (23 of them, if I recall correctly).
In the cricket world cup, Reebok is the official sponsor, but it is Adidas which has made a strong campaign. The Reebok-Dhoni campaigns are not making much impact (and aren’t too different from their recent/previous ads too), and Adidas seems to be cashing in.
(Interesting to note that Adidas had bought over Reebok way back in 2005. From the same company, there are two brands, and they have entirely different levels of marketing effort going into them, both in terms of imagination and expenditure. It is a tough form of cannibalism that Adidas has to prevent amongst its brands)
It would be interesting to see how Adidas uses the other athletes on its rolls, Sehwag and Raina. If there are more campaigns to come, with similar level of impact, it would raise some hackles in the offices of Nike and Puma.
The YouTube channel on which the above video is hosted, Best Media Info, is an excellent repository of recent ads. Students and others with no TV access can use this to keep themselves updated on the activities in the ad world.
The link is: http://www.youtube.com/user/bestmediainfo
Other good channels for the same purpose:
Campaign India : http://www.youtube.com/user/campaignindia
Code Red Reel : http://www.youtube.com/user/coderedreel
and lastly, my own channel, which is in the build-up stage at the moment, includes TVCs, both new and old, and will soon also cover some of the freeware videos on marketing tutorials available on the internet.
Here’s the link: http://www.youtube.com/user/mktgbrainstorm