"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."
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