Adidas uses brand Beckham in latest global campaign

by Joanne Payne, Brand Republic 06-Mar-07, 12:25

LONDON - David Beckham is in a reflective mood in a global television and print campaign being launched by Adidas as he talks about the death threats he faced after the 1998 World Cup.

The campaign created by 180 Amsterdam will also feature former New Zealand rugby star Jonah Lomu and Indian cricketer Sachin Tendulkar.

More than 30 inspirational stories are told using the athlete's own personal style. Each athlete chose a defining moment in their life and created the images and words which would be combined to create this new "Impossible is nothing" 2007 brand campaign.

Former England captain Beckham kicks off the new campaign by talking about the death threats he faced after his 1998 World Cup red card. Lomu talks about the challenges he faced when told of the possibility of spending the rest of his life in a wheelchair and US basketball star Gilbert Arenas explains the reason he wears the number 0 on his shirt.

Adidas invited athletes to spend time in a purpose-built art studio and allowed them to choose how they would like to express their story as well as the materials they would like to use. Beckham draws a matchstick man complete with his own Beckham shirt.

The campaign will include outdoor activity and a documentary with behind-the-scenes footage that Adidas will release at a later date as a viral campaign. The actual artwork created by the athletes will be used in many different ways, including a travelling exhibition.

180 Amsterdam worked closely with Passion Pictures on the project. The animation company has produced all the live action and documentary footage.

The Pulitzer Prize winning photographer David Turnley of Orchard by Getty Images shot the campaign and used his photographic style to create the strong photographic component to the campaign.

Sean Thompson and Dean Maryon, creative directors at 180 Amsterdam, said: "We created an environment where we could give the athletes as many opportunities as possible to express themselves. The athletes were incredibly open and honest and ultimately had a great conversation with the audience."

The campaign launches tonight with a spot featuring Beckham and is due to air during the Uefa Champions League match between Liverpool and Barcelona.

The 180 creative directors Dean Maryon and Sean Thompson shared the roles as directors on the TV spots.