May 20th, 2010 | Posted in: advertising
Ok people, the World Cup in South Africa is coming up which means that the battle of the giants is starting again. Adidas and Nike have been battling to become ‘the greatest’ for the last years resulting in mega campaign budgets and dito campaigns. Let’s see what this tournament brings us:
First up, Nike’s Write The Future Campaign. As we are used of Nike, amazing drama in this commercial. I must say, this ad directed by Alejandro Gonzalez Inarritu (Babel, 21 Grams) looks amazing and strikes the right tone.
After a period of teasing us with snippets, this 3 minute ad was launched ‘exclusively’ through Facebook (to Nike Football’s 600,000 fans), which, as far as I know, is a first for Nike and the football business as a whole.
Adidas goes for speed with their F50: It Doesn’t Matter How Fast You Are campaign. In this Sin City inspired ad it is made clear to us that speed is the one thing every player needs, and that their F50 boot will provide just that.
If this is everything Adidas has to offer, I think we have a clear winner. Although both ads look amazing, the Nike ad has so much more emotion in it. Adidas just tries to sell a boot, while Nike is pushing Football Fever. Also, Nike makes far better use of it’s ‘stars’ in this campaign. I love how they get Rodger Federer in and make a link to their basketball palyers, and also use Gael Garcia Bernal. They just make it bigger than just football. Adding to this the launch strategy Nike used with teasers to build up excitement around the campaign through Facebook is just so much smarter. Actually, I am sort of disappointed by Adidas who did such a great job on the ‘House Party‘ and ‘The Street‘ campaigns. Is this the difference between their agencies becoming awefully clear, or am I missing something?