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The Friday Trifecta 01/16/15 – Adidas, Nike, AT&T

Trifecta - adidas att nike

The Friday Trifecta is an occasional series that highlights marketing or advertising campaigns that capture our attention.

Adidas Tells Us What Stardom Isn’t. Do You Care?

Adidas’s new Originals Superstar campaign follows four celebrities (Pharrell Williams, Rita Ora, David Beckham, and Damian Lillard) as they redefine what superstardom truly means by telling you everything it’s not. Beckham claims stardom isn’t about having your own bodyguard; Ora tells us that it’s not filling concert halls night after night, and Pharrell quips that it’s not about being recognized by your first name only.

The video’s black and white production and special effects give the campaign a cool vibe, though it’s a bit ambiguous. At no point do any of the celebrities tell you what being a superstar really is – just what it’s not. The point of the campaign, which was released to recognize the 45th anniversary of the iconic, 3-striped shoe, is to generate conversation. No fanfare, no contests, just a swanky art deco production.
I applaud the cinematography and you know I love the idea of starting conversations instead of broadcasting marketing speak; however, I’m not convinced the campaign will be memorable in the minds of consumers.

What do you think? Memorable or forgettable?

Nike Goes Stalker and We Love It

Nike’s “technology integration” takes another step forward with this campaign, which creates hundreds of custom films featuring an animation of a person running. What’s cool is that you – its customer – are the character being animated. The films feature an individual’s actual workout activities from 2014, as well as his or her location and even local weather. For example, individual videos may feature a Los Angeles resident running past the Hollywood sign, or a New Yorker running in the rain along the East River. Nike branding appears in various places — on a runner’s jumpsuit or a passing billboard, for example.

Just like the desktop calendar I just received from a vendor that had my name (“We love Sam”) included in each month’s picture, this is Nike’s declaration of love for its customers. The videos are a form of virtual hug that makes the brand more personal and more connected to the goals and achievements of its customers. Brilliant marketing here folks.

Your thoughts? Cool customer interaction to too stalker-like?

AT&T Brings “Lily” Back

AT&T’s “Lily” campaign is not new but it caught our attention this week because Milana Vayntrub, the campaign’s paid actress, made headlines when she was crowned “advertising’s ‘It’ girl.” Vayntrub portrays an AT&T customer service rep whose quick-mind and wittiness is displayed in her reactions to a variety of zany customers.

Meredith Vincent, AT&T’s director of advertising, indicated that she was looking for an actress who would have a “persuasive, transparent and believable way” of presenting the plans to various customers and families in the ads. “We were looking for someone approachable, friendly and relatable. When the Lily construct became a campaign, we were thrilled to find that Milana has great humor and great range as an actress, which really helps to keep the campaign fresh.” Indeed, she isn’t going away anytime soon.

The ads are light, funny, and very entertaining. Unlike the Adidas ad described above, I believe these are and will be memorable with the customer base. However, with AT&T in a fierce battle with Verizon for customer loyalty, will this campaign move the needle on the public’s view of AT&T as a friendly, approachable brand?

What say you? Does this campaign improve your perspective on AT&T?


Sam Fiorella
Feed Your Community, Not Your Ego

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