Adidas has launched its first U.S. television spot for its Originals lifestyle brand, an execution that also marks the first major work from Montreal agency Sid Lee since winning the Originals global account earlier this year.
The spot depicts a house party attended by an array of sports and entertainment celebrities, including British soccer star David Beckham, rappers Missy Elliott and Method Man, and basketball player Kevin Garnett.
As a remix of the song Beggin’ by Frankie Valli and the Four Seasons plays, the party attendees are shown dancing, playing cards and creating art, among other festive activities. The spot ends with a shot of an Adidas sneaker drifting down to the bottom of a swimming pool and a super that reads “Celebrate Originality.”
The ad (in both 30- and 60-second formats) hit U.S. television screens earlier this week and hints at a major global campaign set to break in the new year.
According to Kristian Manchester, creative director and partner at Sid Lee, Adidas decided to offer U.S. consumers a sneak preview of the campaign to change American perception about the Originals brand.
“I think Adidas needed get away from only being a sports brand and work towards being a lifestyle brand also, and I think people in Europe understand that a little better than in the United States,” he said. “There was some urgency to launch a little bit before [the global campaign].”
The house party theme of the creative conveys the message that Adidas is an energetic and inclusive brand celebrating its 60th anniversary, he added.
“Adidas influences so many different groups of people, from the mods to the rockers to hip-hoppers,” he said. “So it’s an anthem where Adidas is saying, we’re turning 60, we’re having a party, and all of our Adidas peeps are invited.
“It’s a real melting pot of individuals all partying under one roof.”
A 160-second version of the spot will appear online and in cinemas when the global Originals campaign launches Jan. 12. While not airing in Canada, the current 30- and 60-second versions can be seen on YouTube.
