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"Impossible Field" - adidas football players star in virtual world. Today adidas presented its new global football advertising campaign. The integrated advertising campaign titled 'Impossible Field' features a mix of players including Beckham, Ballack, Raúl, Defoe, Kaká and Saviola. The work is developed by independent 180 Amsterdam, part of the 180/TBWA alliance. The campaign includes TV, Cinema, Print, Outdoor and E-marketing. The commercial will first be seen during halftime of the 2005 FIFA Confederations Cupä and will break on TV on July 1st in Europe followed by a global roll-out in the weeks after.
The campaign centres on a 60-second commercial in which we see the players take on an army of opponents all intent on owning the ball. With a mix of precision, balance and power the adidas team perform on the raised lines of a football pitch. Unable to run on anything other than the white lines, the players are forced to push their skills to the limit, using tricks and moves unlikely to be seen on a regular pitch. The players' skill and ingenuity send opposition players stumbling and falling into the void below. This portrays the superior level of football that is inherent to these players. Whilst still being true to football, it is also taking the game to another level. The raised playing field provides a unique perspective on the game of football, creating a 360 degree experience of the players in action along the pitch lines.
"In this commercial we're taking football to a different level. The field has been raised and we play on an elevated field. We have to do so without falling, and of course we have to keep the ball all the time. During the shoot you can't help but wonder how the commercial is going to look in the end. But after seeing the final version, all I can say is that it's just amazing to see how it all came together," says David Beckham, one of the star players in the commercial
"adidas clearly takes football to the next level," says Uli Becker, Head of Global Communications at adidas. "With the most talented team of F50+ and Predator players, adidas delivers an unbeatable combination of attitude and skillfulness - being played on an impossible pitch.
"We wanted a good, old-fashioned football spectacular that was all about skills. The elevated lines is just such a simple idea, when you consider the thought of Impossible is Nothing," says 180 Executive Creative Director Andy Fackrell. The commercial was directed by Daniel Kleinman. Kleinman's impressive career illustrates a wide range of different projects he has put his hands on. Daniel pioneered the use of special effects in post production over the course of the musically moribund eighties, directing music videos and winning numerous awards for work with artists including ZZ Top, Fleetwood Mac, Prince and Madonna. But Daniel has also displayed his expertise by creating title sequences for various James Bond movies. On top of all this, Daniel Kleinman has managed to build a solid reputation as a commercial director. His advertising portfolio showcases award-winning commercials for brands including Audi, Chrysler, Johnnie Walker, X Box and Sony Playstation. His latest work includes commercials for Levis, Tango and now adidas. With this latest addition, adidas' 'Impossible Field' becomes the first sports brand ad Daniel has ever directed. In addition to the main commercial and a number of various lengths and countries cut-downs, the campaign also includes an extensive print, poster and outdoor campaign of 17 executions, which will be running worldwide.
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1068 days ago by
Lavanya
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