Euro 2016 Battle of the Brands
Friday, 10 June 2016, by Stephen Longworth
It’s that time again; excitement, anticipation, optimism.
Flags on cars, St George cakes, and enough red and white face paint to cover the Eiffel Tower!
It’s a time when everybody gathers around the TV together and despairs over a near miss, or penalty kick.
It’s a time when we are all united behind our country (come what may…).
It’s also the time of year when the flagship summer adverts from both Nike and Adidas are unveiled.
In terms of football clichés, it’s two teams with very different styles, facing off against each other on Europe’s biggest stage!
First we have Nike’s offering; as with many of Nike’s recent campaigns they have opted for a quirky story-based approach built around their ‘brand star player’, Cristiano Ronaldo.
The concept sees Ronaldo colliding with a ball boy and switching bodies with him.
The ball boy struggles to maintain Ronaldo’s world class levels in his body and Ronaldo rises to prominence in the body of the ball boy, resulting in the final face-off against each other.
Visually, the ad makes the most of slow-motion shots to emphasise action but other than that, it relies quite heavily on both Ronaldo and Charlie Lee to carry the story.
Ending with the #SparkBrilliance message, another great ad for Nike.
So far Adidas has replied with the Germany kit launch campaign, ‘Our Pitch, Our Rules’.
This screams exclusivity using high-end graphics and transitions - focusing less on story and more on selling the idea of how much better they are than you! This friendly arrogance is an interesting approach to getting people to buy in, and very striking nonetheless.
Overall, both ads successfully reach out to you in their different ways.
I personally prefer Nike’s, ‘you can achieve this’, approach rather than Adidas’, ‘you wish you could achieve this,’ approach. However, a bad performance or major injury to the brand’s star has potential to have a negative effect on its success whereas Adidas builds more on the team and covers their bases.
In the past we have used a similar cinematic approach to communicate people’s stories in an emotive way. If you get a chance, take a quick look at some of our work produced for Everton in the Community - whilst it’s a different pace to the Nike ad - it does show how using video to tell a story can give your brand a great advantage.
For me it’s 1-0 to Nike as it allows you to get more invested in the story.
That’s not to say it’s game over for Adidas just yet…
Stephen Longworth, Client and Video Services manager.