It’s exactly a year since Adidas launched ‘Impossible Field’, a soccer TV advert featuring English football striker David Beckham and other Adidas stars, playing football on a field of steel girders. They play against the odds of height and darkness, demonstrating the balanced properties of the new Adidas Predator soccer boots.

It becomes clear that the girders are in fact the raised lines of a football field. One by one the players in red are knocked off the girders by the superior ball skills and athletic capacity of the Adidas team. Finally the ball is kicked into the goal with such force that the goalie is knocked back into the net. The whole goal falls back into the nothingness. The tagline: “Impossible is Nothing”.

i'm sure everyone knows of David Beckham, this famous soccer player. The reason why he has appeared in this advertisement is clear; adidas is making use of stars from all over the world to globalize, promote its brand.

the main reason why Adidas has managed to become a world renown brand is thanks to these stars. Soccer stars like Raul, David Beckham, Michael Ballack have been paid a huge sum of money in exchange for this publicity they are doing.

on the other hand, the people who will be attracted to this advertisement will be those soccer fans out there. who would not want to own the same outfit as their idols?there are practically none who will think that way. all they care about is getting the same outfit and everything. to these fans, this brand has become a God that they are worshipping after they come to watch the commercial broadcasted on television.

By making use of such idol-fan relationship on advertisements is really a brilliant trick. all the profits that they earn will be from these fans, which will definitely be much more than the money they paid to those stars.

this form is also known as globalization as the brand is being practically standardised among those fans out there all over the world thanks to those stars.

Labels: Cultural Expert