Attention Class!

The Adidas "All In" sticks out in my mind as being one of the most effective at building a brand.  Adidas changed their marketing approach in 2011 to reflect where they believe they fit in the marketplace- sports, entertainment and pop-culture.

Instead of following the status quo of sports advertising, Adidas used a youtube video as their primary advertising launch for their All In marketing campaign.  My favorite part of the video were the crowd shots that give the affect of what it's like to be in the spotlight.  Adidas uses their celebrity sponsors mixed with everyday people.  This shows how the brand connects the consumer with their biggest sports and entertainment stars.

I remember thinking how odd it was that Adidas used YouTube to launch their advertisement, looking at it now I think it was genius.  The video below is pushing nearly 3 million hits on YouTube.  See for yourself and let me know what you think..

http://www.youtube.com/watch?v=0A0jVkFs3C4