#ThereWillBeHaters, la nouvelle campagne adidas

Après une campagne de teasing sur Twitter, adidas dévoile son nouveau film #ThereWillBeHaters avec Luis Suarez, Gareth Bale, James Rodriguez et Karim Benzema.

Dans le football, il y a toujours eu des « haters », ces personnes qui détestent des joueurs évoluant dans l’équipe adverse de celle qu’ils supportent, c’est « l’ultime compliment » selon adidas. Dans cette campagne, le message de la marque est le suivant : il y aura toujours quelqu’un pour critiquer, toujours quelqu’un qui sera contre toi, la performance fait des jaloux.

Cette vidéo montre un tournant dans la stratégie de communication d’adidas. L’univers mis en avant dans cette vidéo est très provocateur, sentiment accentué par les joueurs choisis par adidas. adidas a repris les codes du web pour les intégrer dans la vidéo : gifs, cœur avec les doigts, selfies, etc qu’utilisent les utilisateurs des réseaux sociaux et les fans des football.

Cette vidéo accompagne le lancement de la nouvelle gamme de chaussures de football d’adidas : adizero F50, Predator, Nitrocharge et 11Pro.

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3 Rétroliens / Pings

  1. Nos TOPS de la semaine #10
  2. Theo Walcott rejoint adidas
  3. adidas part à la rencontre des haters

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