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Ad Review: Definitely, ‘Impossible is nothing’ for both adidas and cricket

25-March-2010
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Ad Review: Definitely, ‘Impossible is nothing’ for both adidas and cricket

Following its decision to appoint Ogilvy India for a pilot project, adidas India has launched its new campaign for the India market. Taking forward its ‘Impossible is nothing’ philosophy, the sports brand targets cricket in its latest campaign with a new dimension.

Client: adidas India
Brand: adidas
Agency: Ogilvy India
Medium: TVC, Print, Outdoor, PR, Digital and BTL

The Brief:

For a sports brand like adidas, one can expect the brief to be simple, yet impactful. Brand adidas wanted to play with its ‘Impossible is nothing’ philosophy with cricket, especially with the IPL3 tournament currently on and the ICC T20 championship not so far away.

Kawal Shoor, President - Planning, Ogilvy India, explained, “adidas, as the authentic sports brand, wanted to avoid superficial jingoism. Instead, it wanted to base its communication on a real insight. Through this work, adidas attempts to give voice to the budding young Indian cricketer and how he triumphs over daily dilemmas and ordeals on the cricket field with his ‘Impossible is Nothing’ attitude. We hope that the campaign inspires people and gets them to define their own ‘Impossible is Nothing’ quotient.”

Abhijit Avasthi, National Creative Director, Ogilvy & Mather India, added here, “Sadly, India doesn’t really have a true sporting culture. adidas has the ambition of being India’s first true sports brand. Till date, almost all ads around cricket or cricketers have been about everything but the purity of the sport. No one has spoken from the point of view of the cricketer… what it is like to be on the field. This ‘Pure Cricket’ series aims to do that while capturing the ‘Impossible is nothing’ attitude, which is at the heart of this inspirational brand… something we know will echo with every young budding cricketer in India.”

Adding to the core highlight, Tushar Goculdas, Director – Marketing & Sales, adidas India, said, “The campaign puts the spotlight on athletes and depicts the grit, confidence, irreverence and above all, the thrill of playing sports – something we hope all viewers will be able to relate to.”

Execution:

The agency used this insight to create a series of three TVCs, titled ‘adidas Batsman’; ‘adidas Bowler’; ‘adidas Fielder’. The campaign presents the attitude and intensity of the sport while blending it with the cricketers’ ‘Impossible is Nothing’ mindset. Shot with a 16mm Photosonic Films camera with 500 frames per second, the commercial creates a new dimension for the sport.

Through a combination of TV, print, outdoor, PR, digital, and grassroots events across the country, the campaign provides various platforms enabling consumers to experience the campaign and initiating their own impossible sporting journeys.

Conceptualised by Ogilvy India, the film is produced by Corcoise Films and directed by Prasoon Pandey. The film was shot at DY Patil Stadium, Mumbai.

While adidas has worked with Ogilvy India to create this campaign, TBWA\India continues to be adidas’ lead agency partner globally and in India.

The final product:

The TVC features three athletes shot entirely in black and white, and ties in the creative thought with the ‘Impossible is Nothing’ philosophy. The three athletes feature are Sandeep Sharma, a right-arm fast medium bowler; Gaurav Jathar, a left-arm spinner from Mumbai; and Sahil Kukreja, a right hand batsman. Each TVC on these cricketers depicts their triumphs over daily dilemmas and ordeals on the cricket field, merging with the adidas philosophy.

Xpert Comments:

Lauding the ad, Nilesh Vaidya, Executive Creative Director, Euro RSCG, commented, “With all the campaigns happening around cricket and cricketers, this one manages to stand out quite well, both in terms of spirit and treatment. All three narratives bring out the passion for the game, but the ‘Fielder’ is the one that really flies. The bowler is behind at a close second, but I think the batsman got stranded well out of his crease.”

Giving another thumbs up is Hanoz Mogrelia, Senior Creative Director, Saatchi & Saatchi, who said, “I like them…Very Nice!” Getting into the details, he added, “Great to see a sporting brand celebrating the spirit of the game and the ‘unknown’ maidan player. And it’s refreshing minus a celebrity. Very well shot along with great music.”

Our Take:

It’s definitely two thumbs up from our side too. Great execution, great positioning, no celebrities, well shot, great music and above all, great idea. So kudos to the teams of adidas India, Ogilvy India and Corcoise Films. It’s after a long time that one is witnessing a sports brand campaign without crowding it with a celeb face, unlike every other brand that is in a hurry to sign up such stars. A clear 10 on 10 for the campaign.

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