Adidas promotional poster-analysis of the magic of Adidas’ new advertising slogan

Requesting two ads for Adidas 06 World Cup 10

Creative description: In an urban alleyway in an ordinary or even somewhat dilapidated community, a little boy named Jose was looking patiently at the wall. He was practicing shooting on the ground, and his peers next to him stood up and challenged him, saying, "Let's compete." A magical performance that connects reality and dreams begins. Jose and his partners began to form the perfect team in their minds. As they read out the names of their favorite stars one by one, miraculously these stars appeared one by one, including Sisay, Kaká, and Beckham. Tom, Zidane, and even football emperors Beckenbauer and Platini all stood with Jose and his friends. With He Sai's order, the two star teams began a magical competition, with He Sai happily running and directing on the field. Suddenly, from a window upstairs, Jose's mother shouted: "José, go home!" A surreal football performance ended, but the joy of life and football will continue.

Comment: Adidas’s advertisement is named “House 10”. The greatness and touchingness of its creativity also lies in the presentation and interpretation of the “10” concept. As the long-term main official sponsor of the World Cup, Adidas has extracted the most valuable spiritual connotation in the history of football. Everyone only needs to add 10 partners of their own choice to form a complete team. In a star team, individual talents can develop. Space for growth and a perfect stage to showcase your personal talents. The naming of the football "Team Star" produced by Adidas for the World Cup in Germany also reflects the relationship between the individual and the team.

Adidas’s advertisement naturally once again strengthens its brand proposition of “Impossibleisnothing” and demonstrates the magical power of personal dreams to change reality. The theme of growth is also the most touching part of this advertisement. No matter how great a star is, he still has an ordinary and ordinary boyhood like Jose. This advertisement allows us to see the star's boyhood and the future image of the boy in time and space. Let hundreds of millions of ordinary fans experience the joyful process of transforming from ordinary people to stars. At the same time, it is also a surreal interactive performance between ordinary people and football stars. The breaking of boundaries also produces a carnival-like effect in the square. And the Dutchman is so confident and calm in front of the superstars that he even doesn't take it seriously. It also makes everyone who sees the advertisement deeply appreciate the value of growth as a unique individual.

Of course, after reading the Adidas football website, we will also realize the creative value of Adidas's "Dersey 10" advertisement in promotion. Everyone can be an Adidas player and can freely choose to sign with Adidas online. World football superstars, choose your own star team, start interactive games and win Adidas football equipment. Every football fan can subject himself as the Dutch match in the advertisement, and thus may become a loyal consumer of Adidas in the brand interaction.

Sorry there are no pictures. Analyzing the magic of Adidas' new advertising slogan

On March 16, 2011, Adidas launched a new advertising slogan - adidasIsAllIn, which is translated into Chinese as "Adidas goes all out". The production of this advertisement is very expensive. Foreign media speculated that it cost nearly US$100 million. Therefore, everyone has always believed that this is a marketing campaign launched by Adidas on a global scale, which is said to be the "most expensive" marketing campaign in the history of the brand.

Adidas’s large-scale advertising campaign has brought in music, art elements and fashion stars in an attempt to fully capture the young market and surpass Nike.

In Beijing’s most important business districts such as Xidan and Sanlitun, the highly provocative AdidasIsAllIn huge videos and posters have been rolled out across the board. The talented designer Jeremy Scott, whose work has always been whimsical, the singer Eason Chan, the popular singer Katy Perry (Katy Perry) who sang "I Kisseda Girl" and the model Angelababy have all become Adidas' new image spokespersons.

These spokespersons chosen by Adidas who seem to have nothing to do with sports are connected by the concept of "if you are engaged in a career you love, please give it your all". This is also a good opportunity for it to repair its previous image split. Adidas's three product lines: sports performance series (adidasSportPerformance), sports classic series (adidasOriginals), and sports fashion series (Y-3, adidasSLVR, adidasNEOLabel), finally have a unified proposition . Adidas has enriched the previous sports star combinations, such as football stars Beckham, Messi and NBA star Derrick Rose, and added elements of pop music and trendsetters, which means sports classics and sports fashion that originally represented the spirit of street and fashion. Product lines will occupy an increasingly important position in its future sales.

Adidas China has just recovered from the inventory crisis after the Beijing Olympics and is in urgent need of new revenue growth stimulation. Although the overall sales scale of the sports fashion and sports classic series is smaller than that of the traditional sports performance series, the growth rate is faster than the latter - this has become its main direction of attack in the Chinese market in the future.

Here it will meet Li Ning, which launched a new brand image in 2010. The latter's new slogan is "Make the Change". This leader in third- and fourth-tier cities is hoping to gain from Adidas and Nike. It takes away some of the young people who pursue fashion in big cities. At the same time, it is still unknown whether "AdidasIsAllIn" can defeat Nike, which is flamboyant and bold. In September 2009, Boston Consulting partner Michael Silverstein launched a new book, "Women Want More," which is called a guide for marketers to capture "the world's largest and fastest-growing market." The survey results of 12,000 women in 22 countries released by Silverstein show that although Adidas attaches great importance to the female market and goes all out, Nike has become the most popular brand among women.

Adidas changes Slogan

ImpossibleisNothing is translated into Chinese as "Nothing is impossible".

This is the Slogan created by 180Amsterdam Company for Adidas in 2004. It is for Promote sportsmanship in their field of expertise.

AdidasIsAllIn is translated into Chinese as "Adidas is all-out".

This is the new Slogan launched by Adidas in March 2011, calling on its consumers "If you are engaged in what you are doing, If you love the cause, please give it your all."

Adidas China has stopped losing money

Adidas has launched a price reduction promotion in response to the inventory backlog caused by the Olympics, offering 30% off shoes, bags and clothing. Prices range from 30% off to 30% off, and dealers are encouraged to enter new channels such as Carrefour and Taobao.

Adidas will compensate dealers who have disposed of their inventory with a certain amount of compensation. Since the inventory sold is often lower than the wholesale price, this means that Adidas and dealers have to share the losses.

For those dealers who want to exit, Adidas also provides support in changing contracts and negotiating exit mechanisms.

Adidas allows dealers to open discount stores, even around full-price stores.

Li Ning, experiencing the pain of brand transformation

Li Ning launched a new brand image in June 2010, replacing the new Slogan of "Everything is Possible" with "Make the Change". It It describes its consumer group as "Li Ning born in the 1990s" and has appointed new spokespersons Lin Chiling and Tao Jianzhen, hoping to win over young consumers in first- and second-tier cities in terms of brand image.

Due to adjustments to the dealer system and some dealers reducing the number of orders due to product price increases, at the product ordering meeting held in December last year, the number of orders received by Li Ning dropped by more than 7 and 7% respectively. 8. After the news was announced, Li Ning’s stock fell by 16% in three days, and its market value evaporated by more than HK$3.5 billion in one day.

In the just-announced 2010 full-year financial report, Li Ning's annual revenue and gross profit growth were 13 and 12 respectively, which is far lower than the compound annual growth rate of more than 30 in the past ten years. What is the advertising copy for Adidas Wuji’s “Martial Arts, Defined by Me” series?

Wuji is a men’s training series product co-founded by Adidas and Jet Li. This inspiration mainly comes from Jet Li’s unique insights into people and nature. In order to promote its own brand, the Wuji series has recently released a series of new advertising copywriting, including a Wuji SocialVideo, a set of poster copywriting for the creators of new martial arts, and an interactive H5 advertisement.

Today I will mainly share with you the poster copy of "Creator of New Force", which interprets the theme of New Force from four aspects: establishment, destruction, combination and determination.

Wu Youli Li

: Li, like a mountain. With my energy, I gather the power of mountains. Jointly founded Wuji with Adidas to promote martial arts to the world.

Wu Youwo broke

: Break, become common practice. One punch breaks the rules, one kick shatters the routine. Break through yourself and everything can become a weapon.

Wu Youwohe

: Together, everyone has the best. Handle, focus, Tai Chi energy flow. Knee thrust, exert force, Muay Thai shows its power. Together, let Wu not distinguish between you and me.

Wu Yuwo Ding

: Ding, instant light. Light is my arrow, pressing the shutter, freezing my breath, martial arts is the confrontation between light and shadow.

This set of posters has four aspects: establishment, destruction, combination, and determination. Each representative character was chosen to fit the theme of "creator of new force." Including Jet Li, who co-founded Wu Chi with Adidas, Torija, who tried to break through his own Xiang Zuo, merged Tai Chi and Muay Thai to create his own new moves, and the photographer who captured the moment for them, in light and shadow. Show their own strength.

In addition, the overall visual style of this set of posters is unified, and the pictures and colors are very consistent with the element of "martial arts".

How about it? After reading this set of poster copywriting, does it give you a new understanding of the concept of "martial arts"?

Ye Xiaoyu's copywriting_, " Author of "New Media Copywriting Creation and Communication", WeChat public account: Ye Xiaoyu Paopaopao (talkto520)