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A 90-second hero narrated by David Beckham features stars Lionel Messi and Florian Wirtz and is soundtracked by Queen and David Bowie’s iconic “Under Pressure.”
Adidas today (May 30) has released a new commercial that continues its brand campaign around disarming negative pressure in sport, per details shared with Marketing Dive. The brand’s latest effort is timed to a summer of soccer that includes Euro 2024 and South America’s leading tournament, Copa America.
The 90-second hero spot begins with a quick-cut, black-and-white montage of the various types of noise that stars face before transitioning to color and showing players performing at a high level in various scenarios. The ad is narrated by David Beckham (who offers sarcastic bon mots like, “It’s only the weight of the nation”) and, like a previous effort, it is soundtracked by Queen and David Bowie’s iconic “Under Pressure.”
The soccer-focused spot features stars Lionel Messi, Florian Wirtz, Ousmane Dembélé, Gianluigi Donnarumma, Giovanni Reyna, Santiago Gimenez and Pedri. English star Jude Bellingham is seen wearing his first piece of signature Adidas apparel, part of a “JB Originals” range set to launch in the coming months, before a title card with the campaign’s theme: “You got this.”
“This campaign serves to remind us all that pressure can be felt at any level, no matter the accolades or achievements,” said Florian Alt, vice president of global brand communications at Adidas, in a statement. “Our ambition remains to help disarm negative pressure in sport and encourage elite and grassroot players to reconnect with what ignited their love for the game.”
The spot debuted on Adidas’ social channels today and will make its broadcast premiere during this weekend’s UEFA Champions League Final. The campaign will also air during broadcasts of Copa America, the Euro Cup and the MLS with out-of-home in New York, Los Angeles and Miami.
Overcoming pressure has been a frequent theme utilized by marketers in their sports-focused campaigns. Gatorade this week revived its iconic “Is It In You?” tagline as part of a campaign meant to combat the intense societal pressures placed on the latest generation of athletes. Similarly, Sprite brought back its “Obey Your Thirst” slogan as part of an effort around the societal and cultural pressures faced by its consumers.
Adidas is also not alone in marketing around soccer, which continues to be a dominant force around the globe and a growing one in the U.S. United Airlines this month tapped into its sponsorship of Wrexham AFC, the Welsh soccer club which has exploded in popularity since being purchased in 2020 by Ryan Reynolds and Rob McElhenney. Heineken recently turned 24-hour laundromats in South Korea into late-night sports-viewing locations where UEFA Champions League fans can watch the soccer matches, while Lay’s shot a commercial starring Beckham and Thierry Henry at a live match to kick off a campaign around Champions League play.
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As the role of the marketer continues to evolve, CEOs must work to clarify responsibilities and create a framework for measurement, per McKinsey.
High-profile controversies have sent a chilling effect across an industry facing down another contentious election year and crusades against “wokeness.”
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