Adidas rolls out Wilkinson ads for rugby final

by Darren Davidson, Brand Republic 19-Oct-07, 15:00

LONDON - Adidas is tapping into Rugby World Cup fever with a tactical press and poster ad hailing Jonny Wilkinson's ability to win games under pressure with last-minute kicks.

The ad, created by TBWA\London for Adidas, shows a close-up of Wilkinson's arms in the now famous routine he goes through before taking penalty kicks.

The full-page black-and-white ad carries the line, "79th minute. All square. Impossible is Nothing", in a nod to Wilkinson's habit of kicking England to glory in the dying minutes of crucial games.

The nation is relying on the England fly-half tomorrow night in the Rugby World Cup Final against South Africa. Wilkinson is a brand ambassador for Adidas and wears the company's Predator boots.

The sportswear company said it aimed to create a tactical campaign based around the final, in an attempt to capture the mood of the nation by highlighting how Wilkinson never ceases to deliver under pressure when it counts.

The ad, called "Jonny's prayer", was devised and copywritten by TBWA\London's Danny Brooke-Taylor and Michael Burke. Media planning and buying was handled by Carat.

Comments

Ed Kemp - 19/10/2007

Better this than watching Habana losing a running race to a cheetah...

Jeremy Lee - 19/10/2007

It's amazing he lost really, given the massive head start he was given.

Ed Kemp - 19/10/2007

And the fact that the cheetah probably, almost certainly in fact, wouldn't have realised that it was even in a race...

Jeremy Lee - 19/10/2007

Apparently, Habana also narrowly lost a dung eating contest. With a dung beetle. FACT

Ed Kemp - 19/10/2007

Lawrence Dallaglio beat an urangutan at a game of mercy-mercy. FACT.

Jeremy Lee - 19/10/2007

Anyway, Jonny don't need no prayer. God is an Englishman as any fule kno

Ed Kemp - 19/10/2007

True. I'm betting Percy will bottle it tomorrow...

Jeremy Lee - 19/10/2007

FACT

Ed Kemp - 19/10/2007

t-minus: 27hrs 10mins...

Ed Kemp - 19/10/2007

....which i think gives Jack Bauer enough time to save the world and run a marathon just in time for kick-off....

Jeremy Lee - 19/10/2007

what you got planned for the victory parade Ed, and indeed anyone else out there?

Ed Kemp - 19/10/2007

going to the WalkAbout i'd imagine...

Jeremy Lee - 19/10/2007

For the victory parade? Do you remember Ken Livingstone getting booed last time - very funny

Ed Kemp - 19/10/2007

yeah, i'm going to host a victory parade at a WalkAbout pub... it'll be fine i'm sure.

Jeremy Lee - 19/10/2007

Good for you. As well as being the most important sporting event in the past four years, this story is the most read on BrandRepublic. FACT. Well done us. Come on England!