Creative Brief: Adidas

The Objective: To ensure that Adidas is the prime and best sporting company out there. Not just when you hit the gym but also when the club needs a little hit as well. Celebrate Originality.

The Audience: The Adidas customer is more hip than your average athlete or work out partner. They understand that Adidas is not just for the gym but also the fashionable shoes can be worn to parties or to the club. Our costumers appreciate the value in working hard and playing just a little bit harder. They like to go to places like Jamba Juice and Starbucks but do not need to get that wheat grass shot just because it looks trendy. They like colors that go well together like a good bold and neon color. For example, a deep navy blue with an electric neon yellow.

The Message Theme: Our promise is that any product with our logo on it will be a hit and will last longer than any other sports wear that you might have purchased in the past. The feeling that you get when you first put on your crisp three strips will continue till you need a fresh new pair.

The Support: As you can see from music videos and on modern fashion pages Adidas three stripes are very prominent and are hard not to notice. From the art on the sneakers to the billboards on Times Square you cannot escape Adidas. From the 1980's when RUN D.M.C. helped to establish the brand to now Adidas is something that is always around and in style. We offer everything from shoes to bags to arm bands and many other products.

The Constraints: One constraint is that the brand has one big competitor that being Nike. It seems where you see an ad for one of the brands you see one for the other one right away. With Tiger Woods recent troubles Nike has taken a bit of a PR hit when it comes to customers.

Three Exam Questions

What are the four P's of Traditional Marketing?
A: Price, Product, Distribution (place), Promotion

What is an Iconoclastic name?
A: Does not reflect companies goods or services ex: Apple

What is the "Age Complexity?"
A: Young people want to be seen as older and older people want to stay young forever.

The Pursuaders

What are some things that you learned about advertising after watching this video?
The video had great descriptive language in it and it really made you think how advertising really is all over the place. My favorite line was comparing Times Square to a Las Vegas pin ball machine. I learned that focus groups are some of the first steps in advertising. Marketing teams create people that would be the ideal customer in the "Song" campaign. My favorite line was the "Carrie" character who "Has Neimas Marcus credit cards but still shops at Target"

What are some of the main problems that plagues contemporary advertising?
Advertisers say that they are paying more to reach a lot less people. TiVo and other things like that have people fast forwarding through commercials and ad's. So now products need to be incorporated within the shows and they become characters. In the film "I Am Sam", Starbucks becomes its own character. Absolute Vodka was very creative with a storyline involving the vodka with the tv show "Sex & the City". This is dated and the problems with contemporary advertising are always coming up. For example, YouTube has you watch a commercial right before you want to watch a music video or something.

What are some of the ethical concerns about advertising that we need to be aware of?
One of the ethical concerns is that people always take crap, they eat it, watch it, and participate in it. This was according to one of the analysts in the video. Something else that does not seem ethical is that Bob Dylan was selling and starring in Victoria's Secret ad's. That just does not make sense to me. Also, the Acxiom corporation seems to have everyone's information in their database. The statement that really creeped me out was that they even had whether or not you liked cats or dogs. This to me is taking it a little extreme. Most people do not know that this is happening so that is not fair to them. They should be made aware that people have all of this information.