180 unveils new Adidas campaign

Adidas has brought together two of the world's most prolific sportsmen in a new global TV campaign by the Amsterdam-based agency 180.

The Real Madrid and England footballer David Beckham and Newcastle rugby star Jonny Wilkinson educate each other on the finer points of their respective sports in a series of improvised executions.

The campaign breaks in the UK during Saturday's England versus France rugby international on Sky Sports 1. It will run for six weeks on satellite and terrestrial TV in Asia and other regions which have yet to be confirmed.

The target audience is young men aged between 16 and 34. The schedule for the ads will be focused around sports programmes such as ITV's Champions League and the Rugby World Cup on both ITV and Sky along with the teenage favourites ITV1's Pop Idol and Channel 4's Hollyoaks.

In the first of three 30-second executions, "Wilko football", Beckham shows the England fly-half how to take a free-kick with a football.

"He's better than me," Beckham states after Wilkinson scores several times.

In "keepy-uppy" the pair work together to keep a rugby ball off the ground for as long as possible.

Finally, in "rugby mirrors" Wilkinson demonstrates how to take a conversion with a rugby ball while Beckham copies him. The endline reads: "Adidas. Forever Sport."

Guy Hayward, a partner at 180, said: "Adidas is a brand that is very natural so we try to reflect that in all the communication we do. We thought it would be great to get Beckham to teach Wilkinson how to take free-kicks and vice versa. And it just seemed natural to wire them up and just shoot them because they were so good together."

The copywriter was Richard Bullock with art direction by Andy Fackrell. The director was Chris Palmer through the production company Gorgeous. Media planning and buying is by PHD.

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