Home  › Marketing › Strategies
pr-still-trophy

180LA Blows Up Seasons Passed in New Adidas Spot

  |  February 25, 2013   |  Comments

In a new commercial spot for Adidas, Robert Griffin III (RG3) looks up at the camera from a squatting position and his voice begins to narrate. "Blow up last season. Every win... every loss... every headline. Blow it all up. 'Cuz all that matters is what you do next."

In a new commercial spot for Adidas, Robert Griffin III (RG3) looks up at the camera from a squatting position and his voice begins to narrate. "Blow up last season. Every win... every loss... every headline. Blow it all up. 'Cuz all that matters is what you do next."

The 60-second spot for Adidas' "all in for week 1" campaign carries few words, but fast-changing imagery, workout scenes and explosive pyrotechnics are on display in spades.

"The spot is born from a universal truth that all athletes can relate to: what you did last season doesn't matter," notes Zac Ryder, a writer at 180LA, the agency behind the campaign.

The ad, which concludes with a series of massive implosions in a trophy case and on a football field, was shot over the course of four days last month in Los Angeles and Pensacola, Florida, but the story line was set well before the 2012 season ended.

"We knew RG3 would be the centerpiece of the campaign. But at that time, the Redskins were only halfway through the season. No one would have foreseen the way the season ended for him. But Adidas was brave enough to embrace it and let us tell a much more powerful story," he adds. "The work is way more impactful because of it."

The Washington Redskins quarterback is featured along with Notre Dame and John Curtis High School doing exercises, routines and training during the off season. Of the three, only John Curtis High School was victorious in the 2012 season, as it took home the national championship.

Oddly enough, the losses end making Adidas' "blow it all up" message even more resonant.

"Nothing (RG3) did on the field last season matters right now. The only thing he's focused on is getting ready for week one of next season," says Ryder. All of the athletes featured in the spot are "approaching next year with a clean slate, regardless of their successes and failures of last season."

As the campaign expands to social media, RG3 will be featured in short, weekly video challenges encouraging athletes to improve key aspects of their game. Followers will also be able to post videos on their progress, Ryder adds.

"Adidas is hoping to motivate all high school athletes to use their off season to train to get better," explains Ryder. "The TV spot is meant to start a conversation between Adidas and high school athletes throughout the off season."

Tags:

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Matt Kapko

Matt Kapko has been writing about mobile since 2006, before it became cool. Based in Long Beach, CA, he has covered mobile entertainment, digital media, marketing, and advertising for several business media outlets. A former editor and reporter for RCR Wireless News, paidContent, and iMedia Connection, Matt is a regular freelance reporter for ClickZ. You can follow Matt on Twitter at @MattKapko or drop him a line at matt@kapko.co.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...