For most businesses, part of creating a successful brand identity and marketing strategy is highlighting what sets you apart from your competitors.
But for sports clubs, and football in particular, the job is much simpler. The beautiful game breeds loyalty and unswerving devotion.
And this new campaign by Adidas is urging Chelsea fans to per-order the new home kit – without even seeing it.
The message of the commercial is very simple: “It’s blue. What else matters?”
And that simple message should be enough to see sales of the new kit soaring before it’s even launched. They’re the only club in the Premier League nicknamed ‘the Blues’, and they even have a chant about blue being the colour.
The ad is similar the Guinness one from last year in which the town was painted black for Arthur´s Day.
In the Adidas campaign, club captain John Terry, along with other stars including Fernando Torres, Juan Mata, David Luiz and Petr Cech, are doused in blue paint from head to toe, with the thick cobalt liquid flowing out of the locker and falling down from the ceiling. The end sequence sees a hand create three lines through the paint, symbolising the three stripes Adidas brand.
A spokesman for the sportswear company said: “Seeing the players take part and show their commitment to the colour and the lengths that they will go to will inspire the fans and show the club as they have never been seen before.”
Take a look at the behind the scenes video of how the ad was made too: http://www.youtube.com/watch?v=YDLoJ6cevW4&feature=player_embedded
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