Naseem Hamed, the WBO World Featherweight Boxing Champion, kicks
off his bid to become an American boxing legend in an edgy new
commercial for Adidas which breaks in the UK this Friday.
The 60- and 30-second films by Leagas Delaney are the first piece of TV
advertising to link ’Prince’ Naseem with Adidas. Late last year, the UK
boxer signed a ten-fight sponsorship deal with the sportswear giant.
’Assassin’ is shot in black and white in a jerky reportage style. It
opens with a view of a New York skyscraper. On its stark roof stands a
dreadlocked prophet-of-doom, waving his arms wildly. Captured by a
helicopter news camera, the man is filmed shrieking out a warning to the
citizens of New York about the arrival of a great prince who will force
people to fall before him.
He shouts: ’You will salute him. You will fall before him. You will
listen to what he has to say. He will not be defeated. Hear the wise
The prophet’s words are intersected with shots of Naseem in action in
the gym. We also see him packing his bag on board a giant ship, then
striding up to the deck in a determined manner. In keeping with the
dark, aggressive mood of the film, Naseem eschews the gangplank,
preferring to somersault from the ship’s railings on to the dock where
he is picked up in an unmarked black limousine.
At that moment, the prophet screams: ’You’re too late, he’s already
He is here!’ The endline reads: ’Prince Naseem. Here on business.’
’Assassin’ will break in this week’s TFI Friday on Channel 4. It will
then roll out on national ITV and Channel 4, running for a month.
The ad was written by the Leagas Delaney copywriter, Sean Doyle, and art
directed by Dave Dye. It was directed in New York by the Douglas
Brothers through D Films. Media planning was by Leagas Delaney with UK
media buying through New PHD.
Mark Gerrard, an Adidas account manager at Leagas Delaney, said: ’The ad
appeals to Naseem’s sense of what he wants to be.’
Prince Naseem is an up and coming star. Kids will relate to him as a
hero and a role model. If you want to be a true boxing great you have to
make it big in the US