Adidas kicks off World Cup campaign

Adidas has kicked off its World Cup marketing campaign in the Middle East with the launch of its Impossible Field advertisement.

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By  Tim Addington Published  September 11, 2005

Adidas has kicked off its World Cup marketing campaign in the Middle East with the launch of its Impossible Field advertisement. The ad features football heroes such as David Beckham, Michael Ballack and Raul. The 60-second TV commercial started airing across the region last week after being rolled out across Europe and the rest of the world in July. Created by Dutch-based ad agency 180 Amsterdam, the commercial sees the Adidas football players take on an army of opponents playing only on the raised white lines of a soccer pitch. The integrated campaign will be focussed on the company’s core markets of Kuwait, Qatar and the UAE. “This is the start of our activities in the run-up to the World Cup finals in Germany next year,” said Walter Bruppacher, head of marketing for emerging markets at Adidas-Salomon. “The Impossible Field ads have already received a fantastic response from both football fans and the industry worldwide since its inception.” Adidas will be using cinema, Pan-Arab sport networks such as ART Sports and Aljazeera Sports, print, outdoor and online to reach its target audience. Adidas is looking to build on its yearly regional growth rates of 15% to 25%.

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