What do Daft Punk, David Beckham, Snoop Dog, Franz Beckenbauer, Ian Brown, Noel Gallagher, Jay Baruchel and Han Solo have in common? If you’d say nothing then guess again. Hip hop, electronic music, alternative rock, metro sexuality football and Hollywood entertainment are united in one of the most famous bars of the universe pregame to a Fifa world-cup game. What does Adidas want to tell us? Adidas’ viral sends a simple message to Nike: “I don’t like you either fool.”
Why is it genius?
- Huge target group: Nike had a lot of stars in its ‘write the future’ commercial – however only Football stars are found in the clip. Conversely, in Adidas’ spot probably every viewer finds several stars from a wide array of fields which he/she adores (4 in my case).
- Placing the scene in a Star Wars setting. This might not have been the best choice on the first look. Of course, by doing so the viral potential is immense (remember the Star Wars kid?). On the other hand the clip is also tinctured with quite some nerdy flavor which could build up unfavorable brand associations. I, however, believe that there is a deeper reason why Star Wars has been chosen. I have acquired some experience in brand management on a ‘trendy’ and ‘edgy’ brand belonging to a big FMCG company with some old school decision makers on the top. Now imagine I would tell them about this idea. If you briefly scan the comments on youtube you will find that quite a few viewers left the following comment: “wtf?” – That’s probably also the answer I would have gotten from the top tiers. (In marketing terms of a cosmetics company “wtf” translates in: “Where is the benefit?” “We need a product link!”) Here, Star Wars is politics. It unites younger brand managers with a different generation of marketing directors. Star Wars serves as an icon which cross-bridges an older generation of decision makers with its hip hop listening weed smoking (on drugs this clip is probably even better than Fear and Loathing in Las Vegas) target group, so that marketers can create a favorable brand image by provoking and confusing. Because that is what passionate brand builders need to do: breaking the rules… and using the force.