adidas brings together stars from across the Worlds of sport, street, and style in a new campaign designed to identify, nurture and celebrate talent
With just over 100 days to go until the start of the Olympic Games, adidas has revealed their biggest UK campaign ever entitled Take the Stage. An all-new 60 second TV ad kicks off the multi-channel campaign on Saturday 7th April that will showcase that there is a stage for everyone in 2012,whether you are in to Sport Street or Style.
Featuring Team GB athletes Victoria Pendleton, Louis Smith and Tom Daley alongside entertainment stars such as music artist Example and comedian Keith Lemon, the narrative of the advert tells the story of how you can go from the top deck of the bus to the top of the charts overnight.
The 60 second TVC leads the campaign and is shortly followed the week after (14th April) by 3 x 30 seconds TV spots which show how the adidas brand is going to help people Take the Stage. Through these 30 second adverts, fronted by global icon David Beckham, music star Wretch 32 and US Basketball player Derrick Rose, adidas is giving the Great British public truly amazing once in a lifetime opportunities to Take the Stage and showcase their talent. Beckham calls for the public to submit their own photography to win the opportunity to be the photographer on set with him. Wretch 32 is in search of one lucky music artist to open on tour for him this year and one lucky winner will get the chance to play ball in the States with NBA star Derrick Rose.
Recording artist Wretch 32 was commissioned by adidas to create the exclusive soundtrack for the 60 second TVC, which is based on insights from young people across the country and is focused on the different ways in which talent today can be showcased.The 60 second ad will premiere to an audience of millions at 20:12 on Saturday night during the first commercial break during Britain’s Got Talent and will then be available to watch, alongside additional content on the adidas facebook and YouTube channels.
Whilst the 60 second ad celebrates all things London, adidas, the Official Sportswear partner for London 2012,isalso giving people across Britain their own chance to Take the Stage through their website www.adidas.com/all2012. The brand will be offering up a series of once-in-a-lifetime opportunities, across Sport, street and style in this year long campaign.
adidas Marketing Director Nick Craggs said: “Our new take the stage campaign is designed to showcase London but also the talent that exists within Great Britain. adidas is providing young people across Britain once in a lifetime opportunities that could change their lives. We feel the campaign is a great way to celebrate London and inspire the rest of Britain.”
To give an insight into the life of an Olympian and to get behind the scenes with some of the biggest names in sport adidas is delighted to announce that they are giving comedian and TV presenter Keith Lemon an all access pass to everything the brand will be doing in 2012. Keith will be tasked with creating his own very special brand of content that shows members of Team GB like you’ve never seen them before – watch this space!
This weekend adidas sponsored players including Gerrard, Bale, Young, Barry, Rodwell, Defoe and Stuart Downing will all take to the pitch in their very own personalised boots which will include their name and the campaign hash tag #takethestage to set this weekend’s fixtures alight (Please see attached imagery). The Chelsea squad are also involved in the occasion with #takethestage embroidered onto their warm up training jersey’s ahead of the game. The weekend will see the brand ‘take the stage’ at all of adidas’ sponsored teams stadiums including Liverpool, Chelsea, Swansea and West Brom to utilise their presence and highlight the campaign through the clubs LED boards.
To find out more about adidas and their “Take the Stage” campaign visit www.adidas.com/all2012and stay tuned to @adidasUK on twitter for the latest brand news.