Adidas missed a sitter with its 'football revolution' teaser ad

Social video experts Be On evaluate the latest viral campaign from Adidas.

As a brand sponsoring some of the best footballers in the world, it could have taken a more leftfield approach to fully utilise the talent. 5/10

This week, German sportswear brand Adidas showed consumers what to expect from its latest football boots range - and it’s nothing short of a revolution, apparently.

The latest video campaign goes all out, using every trick in the advertising book to excite and engage the audience. It even begins with a full disclosure, warning people of imminent flashing imagery.

If high energy dance tracks, close ups of pupils dilating and rapid jump cuts punctuated with WTF!? icons doesn’t appeal to you, this would be a good time to stop playing.

Lost in translation

This teaser video announces that Adidas will no longer produce some of its most famous boots including Predators; a personal favourite of David Beckham. The brand will instead launch a new range at this year's Champions League final.

Somewhere between cartoon daggers and flashing lightning streaks the message gets lost in translation. Adidas is a brand that champions pushing the limits of the game forward through creativity and innovation.

However, it has a way to go in terms of original video content. While the campaign fails to engage through storytelling, it succeeds in captivating the adrenaline-seeking consumer.

Missed a sitter

As a brand sponsoring some of the best footballers in the world, it could have taken a more leftfield approach to fully utilise the talent. This might have helped the brand hit the million mark. The video has instead, garnered a humble 257,000 video views in the first two days of its release. Sports brands like Nike are notorious for their storytelling, with recent spots like 'Ripple' and last year’s 'Winner stays' bringing stiff competition.

Adidas is a brand striving to create ‘something new’ and ‘something better’. Let’s hope it delivers come May 25th.

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published