Adidas has taken another three-striped step in its “Celebrate Originality” global marketing campaign, a multimedia effort developed by Montreal agency Sid Lee.
The latest campaign efforts for the company’s Originals shoe and apparel line include the launch of a two minute, 40-second version of a television spot that debuted in the U.S. last fall and globally last month in 30- and 60-second formats. The spot is an expanded look at a house party attended by celebrities such as soccer player David Beckham, rapper Missy Elliott and basketball star Kevin Garnett.
“The whole spot was initially conceived for that format,” said Kristian Manchester, creative director and partner at Sid Lee. “It’s worked well for us in its 30- and 60-second versions, but it has to be seen in the way it was originally intended.”
The long-form spot launched on MTV earlier this week and can be seen at the Adidas Originals website.
Also new on the brand website is a viral video depicting an interaction between Beckham and Garnett, one of 30 such offshoots from the main house party spot. Additional videos will appear on the site over the course of the year as Adidas celebrates 60 years of the iconic Originals brand.
“We had a team with us that was able to capture any viral stuff that came from the production set and obviously that’s paying off for us,” said Manchester. “With Beckham and Garnett, it was their encounter on-set and what spontaneously happened.”
The new creative follows last month’s launch of the global Adidas Originals campaign, which included the relaunch of the brand website, a Facebook page, print executions and the first of several live, in-house parties that the shoe company will host in 2009. The parties are meant to mimic the festivities chronicled in the TV spots, and will be attended by some of the celebrities that appear in them.
