ADIDAS: Original Brand Marketing Can Also Be Romantic.

Advertising is free. It is the world of wolves. There are not many rules. Today's rules may be abandoned tomorrow. Therefore, for some hard advertising theories, we can learn from them and learn, but we can not blindly apply them, we can not deny our own ideas. This is where innovation lies.

ADIDAS became the 2008 Olympic Games TOP, after paying more than 40 million dollars, ADIDAS did not waste resources, propagate itself and attack her opponents.

There has been a ADIDAS advertisement on television for some time.

The advertising film is NBA star KG, that is, KEVINGARRNET, Kevin Garnett, the 21 of the Timberwolves.

In this short 30 second advertisement, KG plays five roles, and advertising is divided into five small paragraphs montage.

In the first fragment, KD acts as a war commander, and is calm in the field of artillery fire, highlighting the idea of "leading the whole team"; second fragments, KG turns into a black knight, relieves civilians and embodies "coming forward"; the third fragment is a fight in the ancient Greek Colosseum, which reveals the belief of "sticking to the end"; fourth pieces of KG, dressed in a suit, freely speaking, showing a gentleman's demeanor, reflecting the quality of "active atmosphere"; finally, KG picked up basketball and became a true self, "this is KG".

Until the end, ADIDAS emerged to dispel doubts.

First of all, it must be affirmed that this is a successful advertisement, and the romantic atmosphere it gives out has made it a classic advertisement.

Everyone knows that advertising is not art, but the artistic flavor of advertising is not necessarily inconsistent with the rules of the market.

As for the advertisement, the romantic marketing it expresses is mainly reflected in the following aspects.

First, the film and television structure.

An advertisement needs a lot of elements, and the necessary elements of film and television advertising are more, which makes the diversification of film and television advertising possible.

In the advertisement of KG, through the language shown in the picture and the picture, we can basically guess the movie and TV implied by the five fragments.

The first clip hints at brother Lian, the masterpiece of Spielberg, and the spirit of team and leadership. The second hints are the movie "the matrix" and "Spiderman". It is a typical hacker shape from the costumes. The thrill of saving lives is reminiscent of Spiderman; and the third clip implies the "Gladiator" that epic movie.

This is actually the application of structuralism in advertising films.

In the last practice, it was popular in the west, which influenced China's structuralism, and post structuralism still had its own vitality.

Ning Caishen's playwright's "Wulin biography" can be regarded as a successful practice of post structuralism, but in the context of the widespread use of emotional appeals in advertising, structuralism has greatly improved the visibility of an advertisement.

Second, third carriages

ADIDAS and Nike are a pair of life and death friends. In order to defeat Nike, ADIDAS paid huge sums of money to acquire Reebok, but in terms of basketball, Nike is still ADIDAS's heart disease.

Therefore, ADIDAS has made enough efforts in basketball shoes.

ADIDAS invited three NBA superstars to be their own spokesmen and made their own shoes, Maddie (TracyMcGrady) - grey red matching "T-Mac5"; Garnett (KelvinGarnett) -- red and white blue color matching "KG3"; Duncan (TimDuncan) - adidas_1 Zhi Hui basketball shoes.

ADIDAS, which has rarely advertised, has customized advertisements for these three people. This kind of advertisement is very rare.

At the beginning of the 2006NBA League, Maddie's advertisement was "crying all over the world." it was just a classic event of Maddie.

It shows Maddie's superstar demeanor, and KG's advertisement puts more than 90% of his time on the excavation of KG's fine quality. The description of these fine qualities is even more romantic. It can be replaced by a picture of imagination flying, which is intuitive and impacting, and is very durable.

Third, wolves and China

In previous years, insisting on worshipping wolves is hard to accept.

But because of a wolf totem, reality has changed. People in the cultural and business circles are crazy about worshipping wolves.

You know, in the west, the werewolf is a very popular character in the Nordic myth. A movie "the legend of the night" is a story about werewolves and vampires.

KG, because of its effectiveness in the wolf, its spirit and quality reflect the character of the wolf. It is called the wolf king.

ADIDAS may not have thought that Wolf Totem will have anything to do with shoes, but in fact, the relationship is still very large.

KG the wolf's wild nature embodied in the body, if the Chinese do not like the wolf, everyone shouted to kill the wolf, like the great works of Pu Songling's wolves being killed, the wolf king's brand will not have a market. Now, with the popularity of the wolf spirit, the promotion and promotion of the wolf king and ADIDAS brand can not help but borrow the Dongfeng of the wolf totem.

In this changing era, there is no uniform standard. A gust of wind can blow the trend of a 180 degree turn. Everything is changing, especially in the marketing field.

Through this advertisement, we should also realize that advertising is especially sensitive to culture and fashion. It is good at catching up with the changes in the cultural world. A change of mind can create billions of wealth.

Fourth, Renaissance

The era of Renaissance is the age of capitalism rising. It is an era of yearning for people and a time of romanticism.

The spirit of humanism embodied in it embodies the progress of the times.

In today's advertising world, the use of stars to advertise has become a trend.

This phenomenon can not be criticized.

But when money is spent, the effect is often unsatisfactory.

The reason is that the star's personality and brand connotation are not combined, and the star brand is used as a foil for the green leaves, which has lost the original charm of the stars.

Why do some advertisements reduce celebrity's reputation and even destroy stars?

Like Pu Cunxin, he lost his good evaluation on the screen.

ADIDAS's celebrity advertisements are deliberately avoiding this.

The advertisement like KG puts 90% of the content on the spiritual quality of KG, which is interlinked and supported with the Olympic spirit of ADIDAS and the Olympic spirit of the 2008 Olympic Games. It not only improves the brand value of star itself, but also improves its brand value.

There are many birds in one stone.

This spirit is rare, and it should be learned by all advertisers.

To advertise with products as the center does not mean that products or brands will be full of products. They will start to shout from the bottom to the end, just like being crooked and crooked, and only need to make a finishing touch at the crucial moment to achieve the goal.

After the five fragments of the advertisement, ADIDAS came to the finishing touch.

The Olympic Games and ADIDAS will be put together for the end of the film.

A very classic scene.

Advertising is free. It is the world of wolves. There are not many rules. Today's rules may be abandoned tomorrow. Therefore, for some hard advertising theories, we can learn from them and learn, but we can not blindly apply them, we can not deny our own ideas. This is where innovation lies.