Why Do Adidas Olympic Advertisements Make People Feel Terror?

Two days ago, a friend called to talk about the theme of Adidas's "Olympic Games with 2008, no impossible" Olympic Games. He said, "how many times do you feel a little strange?"

It's a bit scary. I just remembered that every day, on the subway TV in Guangzhou subway, on the public corridors in the business district and on the roadside waiting kiosks, Adidas was the "2008, no impossible" promotional film. Zheng Zhi, Sui Fei, women's tennis team and other Chinese Olympic athletes appeared in the advertising film, making the lineup very luxurious.

There is no doubt that this is an Olympic propaganda with great investment and great creativity.

The combination of virtual and real makes the performance of the entire advertisement very shocking -- Zheng Zhi walks on a group of grey heads, and easily drives the ball forward; basketball player Sui Feifei takes the ball from Zheng Zhiti, still stepping on a crowd of cheering gray heads, leaping up lightly and putting the ball into the basket. What is even more shocking is that diver Hu Jia boarded a diving board made up of a crowd of stairs, jumped down from the high altitude, and was swallowed up by the crowd with gray hands and long hands. When I first saw this ad, it was attracted by the expression of this combination of virtual and real, and the conjecture was sure to be a big brand advertisement.

But on the subway television, I saw this advertisement on a daily basis. I saw a real Olympic athlete trample on a group of gray heads, especially when the bottom hand extended and the head surged. A strange feeling also came to life. As my friend said, those gray crowds made him think of hell, more like a real scene of hell. It was a gray and cool color isolated from the real world. At first glance, it was shocking.

From the point of view of marketing strategy, Adidas is "2008 together, no impossible." advertising is very creative. It invites people to participate in the Olympic Games, and also expresses Adidas's core philosophy: unity and unity. Nothing is impossible.

The way of expression is open to question. In China's cultural cognition, red is passion, happiness, victory, grey is depression, failure (grey life), and even death (on the face of death). Under the background of the Olympic Games, the advertising theme with the theme of the Olympic Games has been shown in such a large gray crowd. Some of them are amazing. Of course, the original intention of the creative person is to represent the boundary between virtual and reality with grey and red, but they forget the cultural awareness in China. Such a gray crowd, such a gray crowd of scenes, makes people have a terrible Association, which is contrary to the assumption of Adidas. But from the overall tone of the Olympic Games, this advertising film.

In China, a country with strong cultural cognition, once creativity is inconsistent with the inherent psychological cognition of consumers, the negative public opinion on brands will rise rapidly. From Nike's "terror chamber", McDonald's "kneeling advertisement", Nippon's "Pan Long slipping" to TOYOTA's "overbearing advertisement", these famous international brands will eventually have to cancel their elaborate and huge advertising campaigns to quell public opinion.

Therefore, when any brand is launching advertising, it is necessary to check the alignment between creativity and cultural cognition, though it can win the sensation effect by advertising in reverse direction, but if the creativity exceeds the cultural pond, it may give the brand an incalculable loss.

The Chinese market is not a new market for Adidas. The understanding of the Chinese market and the psychological grasp of consumers should also have a certain depth. So the mistake of "2008 together is impossible" is a bit surprising.

　　評價(jià)廣告有效性的無非三條標(biāo)準(zhǔn)：認(rèn)知度、美譽(yù)度、銷售力——由于純粹品牌宣傳，所以這則廣告片不存在銷售拉動的任務(wù);另外，表現(xiàn)手法新穎，阿迪達(dá)斯這則“一起2008，沒有不可能”廣告相信會有不俗的知名度，但如果從美譽(yù)度的角度去評定，按“愉悅-認(rèn)可-共鳴”等三個(gè)準(zhǔn)則去詢問觀眾，相信結(jié)果是阿迪達(dá)斯所不愿看到的——有很高的知名度卻有著低的美譽(yù)度的廣告，應(yīng)該是屬于那些豐胸、賣藥、保健品的銷售性廣告，像腦白金，而不應(yīng)該是傳遞品牌理念的形象廣告，這一點(diǎn)是否值得阿迪達(dá)斯反思? 　　最后聲明，阿迪達(dá)斯是一家令人尊敬的新銳企業(yè)，所以以上的批評純屬個(gè)人觀點(diǎn)，且只指涉此則廣告表現(xiàn)，不存對企業(yè)立場的批評。

Welcome to discuss with you.