adidas today announced the launch of a new national basketball focused campaign which highlights Houston Rockets all-star forward and adidas athlete Tracy McGrady wearing his latest shoe the T-MAC 4. The campaign debuted on NBATV on Sunday, October 24th along with a behind the scenes feature. “Unstoppable” will then launch on national network and cable television (NBC, FOX, ESPN, MTV) starting Tuesday, October 26th. It features Tracy McGrady facing off against a host of miniature adversaries.
This new campaign stays in line with adidas’ global branding initiative “Impossible Is Nothing,” which was launched earlier this year. The campaign, titled “Unstoppable” was created by 180/TBWA San Francisco (TBWA\CHIAT\DAY San Francisco). The creative centers on the idea that even when he’s alone on the court, Tracy McGrady continually focuses on and works hard at becoming the best player he can be. It highlights the desire, dedication and determination that he possesses to break through the many challenges he faces. The campaign will be supported with print, point of sale, public relations and on-line executions.
"The idea behind ‘Unstoppable’ is that Tracy has the skill and attitude to take on some pretty crazy things. ‘Is it real? Is it imagined?’ That's for the viewer to decide. Either way, T-MAC is up for the challenge and proves to be unstoppable no matter what comes his way," stated Chris Kyle, adidas Global Brand Concept Manager.
The spot begins with T-MAC taking some shots with his trainer on an empty court. As he is fed a ball, he turns and heads down the court. Immediately out of nowhere two helicopters fly past his head towing a rope between the two of them, trying to use it to restrain him. As he moves through this trap it is revealed that an entire host of people two inches high begin attacking him from all sides. Progressing down the court, the assault becomes larger and larger like bees swarming. SUV’s, helicopters and paratroopers with grappling hooks are all out to prevent him from getting to the other end of the court. As he dribbles and heads farther down the court, more and more ropes are tied around his legs and body. SUV’s driving past his head towing a rope between the two of them, trying to use it to restrain him As he moves through this trap it is revealed that an entire host of people two inches high begin attacking him from all sides. Progressing down the court, the assault becomes larger and larger like bees swarming. SUV’s, helicopters and paratroopers with grappling hooks are all out to prevent him from getting to the other end of the court. As he dribbles and heads farther down the court, more and more ropes are tied around his legs and body. SUV’s driving between his legs catch these ropes in a well organized attack. Finally as he closes in on the basket, he jumps to go up for a monster dunk. As he sails in mid air we see just how many helicopters, SUV’s, and men are hanging on to him. They cannot stop him. As he slams the ball, all the ropes break and he runs free to the other side of the court continuing his drill.
|