Well. I had never heard of Nadia Comaneci, presumably because she was a famous gymnast in and around the year in which I was born. Three years before I first saw daylight, Nadia scored a perfect 10 in Montréal (1976) and Adidas made a commercial about it. You might wonder why I write all this. Me too. But there’s a tiny story attached. I’ve received an email from Frederico, who dug up that Adidas commercial and he thinks this ad is very clever and greatly done. Then he asked what I thought of it, which brings us back to this post.
Well. I agree a bit with you, Frederico, but not all the way. It’s not one of the best ads I’ve seen, although you think it is (which is your good right). It’s a good ad, a typical ‘we-sponsor-this-athlete’ kind of ad and what the little gymnast is doing is waaaay beyond what I can do. It’s almost insane the way Nadia Comaneci handles the bars and if you look at it from a sports point of view, I agree this is amazing. The message this ad conveys (to reach for excellence), is however one that has been casted many times before on many different ads, so here I (personally) disagree that it stands out. That’s my opinion. Any other takers?
David Blanar
August 24, 2006 at 10:27 am
The Message of the ad is far bigger than the message of reaching for excellence, although that is clearly one part. Indeed, this ad is powerful because of its construction, but it also reaffirms the brand’s promise of quality, performance and, ultimately, soaring personal achievement.
I think it’s pretty cynical to suggest it doesn’t stand out because it uses a familiar theme. By that logic, only new brands are ever going to stand out; existing brands will always produce “repetitive” ads which focus on their values.
Coke = friendship/sharing
Apple = personal empowerment
Vodafone = connecting people
All their ads revolve around these themes, as they should. It’s a bit harsh to critque them for delivering on their promises.
Coolz0r
August 24, 2006 at 11:26 am
Very good points! What I meant by saying “it doesn’t stand out” is that almost every ad for a sports brand that features some athlete and their achievements carries that message. Therefor, it doesn’t stand out, and it doesn’t make this ‘one of the best ads’ in its category.
I totally agree on the repetitive remark with you.
My goal wasn’t to critique Adidas for delivering on their promises. All I’m saying is that compared to all the other ads I’ve ever seen, this one in particular isn’t one of the best. That has nothing to do with Adidas as a brand, nor with Nadia Comaneci’s achievements. It’s my personal opinion.
albeenah
August 24, 2006 at 1:07 pm
Aren’t we all missing a little of the obvious here…Nadia wasn’t even wearing any sneakers or anything adidas when she performed and got those 10’s ;)
jcl
August 24, 2006 at 2:53 pm
I think you’re all missing the point, but if I’m not wrong this is part of the “Impossible is Nothing” campaign, and if you’ve seen any of the other ads comercials you will see right away what it’s all about.
It’s the magic of past idols combined with current ones in the same film shoot. For example in this one with Muhammad Ali, Zidane, Laila Ali, Beckham among others. http://www.youtube.com/watch?v=cv9zTzlNu-k
It’s an historic sport moment (the run in Nigeria if I’m not wrong), the great thing about this ad, is that it expresses so well that “Impossible is Nothing”.
You can take a look at YouTube and you’ll find more from this great campaign. Personally, I love the one where Muhammad Ali fights his doughter, filmage taken from an other historical event in boxing.
jcl
August 24, 2006 at 3:11 pm
To save you some searching, here are some shortcuts to YouTube:
13-year-old gymnast Nastia Liukin takes the challenge of the worlds first perfect 10 gymnast Nadia Comaneci.
http://www.youtube.com/watch?v=Ak1nlM99zGE
100m champion Kim Collins encounters 1936 four-time Olympic gold medal winner Jesse Owens on the track.
http://www.youtube.com/watch?v=rg2sdX_Ij20
And my favourite, Ali fighting his daughter Laila Ali
http://www.youtube.com/watch?v=nOe2jZ1T1qg
Coolz0r
August 24, 2006 at 3:14 pm
I had no idea it was part of this campaign. It puts things in another perspective, that’s for sure. I’ll have to rethink my point of view.
albeenah
August 25, 2006 at 9:24 am
yeah…10xs for that perspective…I know Ali fighting his daughter…gr8 job…all of them sorda remind me a bit of the time Forest Gump shook president Kennedy’s hand ;)…but that’s another story…impossible is nothing ….these days …at least for the guys in special effects and post-production ;) I was only kidding about Nadia not wearing adidas…although I am Romanian…so I should know…(she really wasn’t ;)….but that’s not the point
LCS
August 25, 2006 at 5:23 pm
My, you had never heard about Nadia before?
Do you really live in this world?
I was born in 1983, and I’ver heard about hear, about the Genghis Kan, Thomas Edison, Emil Zatopek, Jesse Owen etc…
The first thing I heard when I entered publicity was: You must have culture
tsa
September 27, 2006 at 4:33 am
Coolz0r,
Honestly, I’m amazed that you didn’t know that this ad wasn’t part of a campaign. How is that?
This ad was part of a huge campaign, one done by 180 Amsterdam and TBWA that (arguably) recatapulted the adidas brand advertising past Nike’s. It was among the best work of that year, if not the best.