Are the content and quality in advertisements becoming more important than the presence of an endorser with celebutaunt status? While brand promotions have always relied heavily on tying a celebrity (and very often a sports celebrity) to a brand - where would Wrangler jeans be without Brett Farve’s backside – Adidas’s new commercial is showing that maybe a different approach may work just as well. An article in The Guardian explains:
“The new Adidas “Is All In” campaign really does tell anyone that they can live life to the full if only they were wearing polyester. Of course there are stars of sport and music: Lionel Messi’s there, as well as a pouting Katy Perry, pop-botherer B.o.B and DJ Mehdi (who knew what he looked like?). But the celebs are dramatically cut with images of cheering crowds, street fighters, skaters and cheerleaders. There’s even a couple of chubby football fans…” Continue reading
