Adidas And David Beckham To Launch A New Global Television Campaign
Adidas, a giantsports apparel manufacturer, today launching a new global television campaign focused on sports figures who discuss how they overcame adversity in their lives. Twenty-one feature people such as David Beckham, the English soccer player, Gilbert Arenas, the U.S. basketball player and Jonah Lomu, the New Zealand rugby player. Film locales included Shanghai, Madrid, Spain, and Sao Paulo, Brazil. The Beckham ad will debut tonight, during the half-time break in the Liverpool v Barcelona match on ITV1.
In the spot, created by 180 Amsterdam, Beckham reveals how he cried after being sent off in the 1998 World Cup and describes the subsequent death threats he received.
The former England captain is then shown in cartoon form scoring a vital free kick against Greece. The ad ends with Beckham scrawling the strapline ‘Impossible is nothing’.
Beckham has featured in several Adidas ads before. There was speculation he could be dropped by several commercial backers following his decision to join the LA Galaxy team earlier this year, but Adidas is keen to use his status to strengthen its US proposition, with a spokesman describing him as a ‘major icon’.
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