MEDIA CHOICE: Trevor Robinson, the creative director at Quiet Storm, chooses Adidas' use of Viz

"Adidas as a footwear institution is long standing, with an appeal that transcends all social boundaries. Adidas is everywhere and consumers can't get enough and its approach to media reflects this.

"In this case, Adidas has taken the traditional idea of product placement and given it a new and refreshingly subtle twist. In the May issue of Viz, Sid the Sexist appears in the pub drinking a beer cocktail, with an Adidas sports bag and wearing Adidas trainers with two lovely ladies 'gagging for it'. In a tongue-in-cheek cartoon strip, headlined as 'Tyneside's contractually obliged sportswear promoter', Sid the Sexist not only wears Adidas but shamelessly flogs Adidas-made Newcastle football shirts and tells us their launch date and where you can buy them.

"As a big Adidas and Viz fan, I say top marks for humour and innovation."

Client: Adidas

Medium: Viz

Media planning: Duncan Owen at PHD

Media buying: Martin U'ren at PHD

Creative: I Feel Good and PHD

Brief: Publicise the launch of the new Newcastle United FC football

shirt in a humorous way

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