Recently, adidas, a world-renowned sports brand, co-produced an "inspirational" advertisement with cross-talk actors Sesame Cake, Zhang Jiuling and Wang Jiulong of Deyun Society.
Brilliant sunshine, fresh air, ancient buildings, advertisements open stories with landscape lenses, and the whole picture is full of old Beijing flavor.
Next, it's the protagonist's turn to appear. You lifted the iron, I did sit-ups, baked wheat cakes, Zhang Jiuling and Wang Jiulong started a sports trip in the yard, and they didn't forget to tease each other in the process. Seeing this, Brand Jun just wants to say that he is a crosstalk performer who is really proficient in "speaking and singing" and has a good sense of humor.
At this time, the quadrangle has become a "gym".
After learning that Adidas cooperated with Deyun, netizens reacted differently. Some people feel very surprised, one is "Wen" and the other is "Ti". The two IPS seem to have nothing to do, how can they cooperate with each other!
Some people find it difficult to understand. You know, Adidas' past partners were either sports superstars or artists with their own traffic. The operation of holding hands with crosstalk performers this time is really a bit "fan".
At the beginning, the brand jun was also puzzled why Adidas did this. However, when we saw the comparison between Shaobing, Zhang Jiuling and Wang Jiulong before and after the movement, all these doubts vanished.
From the exposed pictures, it is not difficult to find that the three crosstalk performers that Adidas cooperated with this time have changed their body shapes greatly before and after fitness, and they look quite "inspirational". This fearless sportsmanship coincides with the theme of Adidas' "keep practicing" advertisement.
The cooperation between Adidas and crosstalk performers reminds this brand gentleman of another brand: Nike. As a world-famous sporting goods company, Nike is also "bold" in advertising casting.
Last September, Nike released a poster to commemorate the 30th anniversary of the slogan "Let's do it", in which controversial player Colin Kaepernick was one of the protagonists.
Shortly after the poster was issued, Nike fell into the whirlpool of public opinion and was drowned out by doubts. Many netizens began to publish a declaration of "boycotting" Nike on social networks, and even expressed their dissatisfaction by burning Nike products in extreme ways. Affected by this incident, Nike's share price plummeted and its market value evaporated by hundreds of millions of yuan.
But soon, the story began to "reverse".
The data shows that within 24 hours after the controversial advertisement was released, Nike gained media exposure with a total value of over 100 million yuan, and the online transaction volume immediately increased substantially, and its share price even went up all the way.
The value of "just do it" conveyed in the anniversary advertisement has also been recognized by many consumers. Through this controversy, Nike gave a good ring to Bofen.
In the past, we always said that the advertising protagonist and brand image should be "absolutely compatible", so as to achieve the marketing effect of 1+ 1 > 2.
But now it seems that it is also a good choice for the brand to cooperate with some unexpected objects of the audience. Differences often collide with "surprises".
Of course, brand jun said that it is by no means encouraging brands to play controversial marketing. Everything has advantages and disadvantages. Although controversial marketing has certain advantages in drainage, it also has certain requirements for the enterprise itself. If your brand is not capable of taking marketing risks, don't try it easily.
What's more, whether Nike or Adidas, their controversial advertisements can achieve the results of circle communication, and there are countless circles, because in these advertisements, the audience can feel the spiritual concept that the brand wants to convey, and they can feel their ingenuity and courage as a sports giant brand.
Therefore, to impress consumers depends on "taking the heart".