Adidas will not let Coca-Cola have all the Olympic fun alone, so they released cool print ads using some of the best sports talent as part of their very successful Impossible is Nothing campaign.
The ads try to spread the enthusiasm by making you feel like part of the action. It shows that the athletes are not playing for themselves only, but that their whole country plays with them.
In a nod to the population of America, track star Jeremy Wainer proclaims, “I run with 600 million legs.†Another ad shows an awesome high kick by Yang who says, “They see me, but they'll feel us.â€
Other quotes include, “I never lift alone,†“No one gets up when a whole country kicks,†and “Ever seen a nation fly?â€
I like the concept. People do have a sense of patriotism when it comes to their national players in international games. And I must say that the multiple legs shots could be used effectively as fashion ads for shoes. You can creatively have tens of pairs in one ad!
Photographed by Nadav Kander, the ads are created by TBWA TEQUILA Hong Kong.
Human Centipedes
Adidas Ad: Impossible is Nothing With 600 Million Legs
Trend Themes
1. National Pride Marketing - Using national athletes in marketing campaigns to evoke a sense of patriotism and unity.
2. Multi-legged Fashion Ads - Utilizing the concept of multiple legs shots in fashion advertisements, particularly for footwear.
3. Athlete-country Connection - Highlighting the relationship between athletes and the countries they represent in advertising and branding.
Industry Implications
1. Sports Apparel - Brands can capitalize on the national pride trend by incorporating athletes in their marketing campaigns and merchandise.
2. Footwear - Footwear companies can create unique and attention-grabbing advertisements featuring multiple legs shots.
3. Advertising and Branding - Agencies can develop creative campaigns that emphasize the connection between athletes and the countries they represent.