Tagged: China

Adidas Knocks Under Armour Again With This Inspirational ‘One in a Billion’ Ad for China

Some in the Western world retain unfortunate stereotypes about China as a society that places little value on individuality, valuing loyalty to the state above all other things. 

Advertisers, in turn, have often approached the world's second largest economy with caution. For example, a 2008 Olympic-themed effort from Adidas illustrated Chinese consumers' sense of national pride in their team as the German sports apparel brand aimed to shore up a larger share of what remains a rapidly growing market. 

Yet young Chinese athletes are most definitely interested in expressing their own personalities, and Adidas' latest attempt to reach them appeals directly to that desire. It also pushes back against the Cold War-era man-or-machine narrative while simultaneously mocking one of the brand's chief rivals in the region.

Check out the new spot here: 

Under Armour fans will notice that the first scene in "One in a Billion" directly references UA's "Rule Yourself." In that Droga5 campaign from 2015, thousands of clones of Tom Brady, Misty Copeland, Steph Curry and others demonstrated the hard and often mindless work that goes into being a world-class athlete—doing the same thing over and over again in the endless pursuit of perfection. (This isn't the first time Adidas has taken a shot at UA's repetitive-training mind-set.) 

This first Chinese campaign from Adidas' new global lead creative agency, 72andSunny, goes a bit further in reminding viewers that every form of athleticism can double as an expression of one's individual style. These would-be stars aren't limited by sport, gender or even nationality. (Note the hard-to-miss cameo here by one David Beckham.) 

There's still plenty of homeland pride to be found in a spot that also features appearances by Olympic volleyball player Hui Ruo Qui and swimmer Ning Ze Tao. But the big message here is that Adidas can help young competitors be inviduals, too. 

So, why target Under Armour? That company's recently announced plans to capture a bigger portion of the Chinese market, currently dominated by Nike (and Adidas), might just have something to do with it.

CREDITS
Client: Adidas
VP, Global Brand Communications: Ryan Morlan
Director, Global Brand Communications: Jenny Chen
Senior Manager, Creative Production & Shoot: Eleanor Fitzgerald
VP, Brand Director Sports Performance – adidas China: Marc Leroux
VP, Brand Activation – adidas China: Philip Ho
Senior Director, Brand Communications – adidas China: Josephine Tsai
Director Brand Communications – adidas China: Lorna Luo
Manager Brand Communication Training – adidas China: Amy Fan

Featured in the Campaign
China National Volleyball Team Player: Hui Ruo Qui
China Olympic Swimmer: Ning Ze Tao
Former European Football Player: David Beckham

Agency: 72andSunny Los Angeles​ and 72andSunny New York
Chief Creative Officer, Co-Founder: Glenn Cole
Group Creative Director: Frank Hahn
Creative Director: Wei Wei Dong
Creative Director: Matthew Carey
Creative Technologist: Tim Grover
Writer: Ben Wiley
Designer: Brandon Mai
Chief Production Officer: Tom Dunlap
Executive Producer: Kerli Teo
Producer: Jenny Jones
Group Brand Director: James Stephens
Brand Director: Ryan Warner
Brand Manager: Brian Kim
Brand Coordinator: Brittany Allen
Group Strategy Director: Sudeep Gohil
Strategy Director: Ginger Xiang
Senior Strategist: Marc Pardy
Partnerships & Legal Director: Christina Rust
Partnerships & Legal Manager: Kelly Ventrelli
Junior Partnerships & Legal Manager: Noah Winter

Production:
Prettybird
Director: Max Malkin
Co-Founder / Executive Producer: Kerstin Emhoff
Vice President / Executive Producer: Ali Brown
Director of Production: Tracy Hauser
Producer: Matt Wersinger

Editorial:
Lost Planet NY
Editor: Bruce Herrman
Executive Producer: Krystn Wagenberg
Producer: Paolo Solarte

Sound Design:
Barking Owl
Sound Designer: Michael Anastasi
Executive Producer/ CD: Kelly Bayett
Producer: Ashley Benton

Finishing/VFX:
The Mill NY
Executive Producer: Melanie Wickham
Senior Producer: Eliana Carranza-Pitcher
Production Coordinator: Ashley Goodwin
Shoot Supervisor: Eliza Randall
2D Lead Artist: Ilia Mokhtareizadeh
2D Artists: Vi Nguyen, Andre Vidal, Mikey Smith, Kyle Zemborain
Motion Graphics: Laura Nash, Chris Mennuto

Color:
The Mill NY
Colorist: Mikey Rossiter
Color Assist: Nate Seymour and Elias Nousiopoulos
Executive Producer: Dee Allen
Color Producer: Natalie Westerfield
Color Coordinator: Evan Bauer

Mix
Heard City
Audio Mixer – Eric Warzecha
Audio Producer – Andi Lewis
Audio EP – Sasha Awn

Music
Apparat "Ash/Black Veil"
Music Supervision: Daniel Cross

Article originally appeared on Adweek Advertising & Branding: Link.

Linked: I Heart Beer in China

Not a knock-off on Canal Street, Two Dragons is a beer brewed by Syracuse, NY-based Empire Brewing Co. that will be the first officially licensed “I♥NY” beer and sold in China….

Article originally appeared on Brand New: Link.

Olympic Roundup: U.S. Women Win Relay Gold, as Men Appeal Disqualification

Team USA reached 105 medals at the Summer Olympics in Rio on Friday, keeping the nation atop the medal count. Here's what marketers need to know about the last 24 hours of the Olympics:

Team USA Now 40 Medals Ahead of China
The U.S. added two medals to its total count Friday night, putting Team USA in the lead by 40 medals. Team USA won the gold in the women's 4×100 relay and the silver in the women's pole vault. (SB Nation)

Here's the total medal leaderboard as it stood going into Saturday, according to NBC Olympics:

United States: 105
China: 65
Great Britain: 60
Russia: 48
Japan: 41

Gold for U.S. Women's Relay Team, Felix Sets a Record
Team USA's Allyson Felix became the most decorated woman in Olympic track and field history on Friday as she won her fifth gold. The medal came alongside her fellow 4×100 relay winners: Tianna Bartoletta, English Gardner and Tori Bowie. This marks the second consecutive Olympic gold for the U.S. in the 4×100. (CNN)

U.S. Men's 4x100m Relay Team Loses Rio Bronze, Files Appeal
The U.S. track and field team was disqualified in the men's 4x100m relay final, denying them the bronze, and the team has filed an appeal. The team was disqualified after Americans Mike Rodgers and Justin Gatlin passed the baton outside the exchange zone according to judges, but the Americans say there was no infraction. (FOX Sports)

Usain Bolt Wins 4x100m Gold Medal in His Final Olympic Race
Usain Bolt, the fastest man in the world, took the gold in the final Olympic race of his career on Friday. Bolt, of Jamaica, is tied for the most career Olympic track and field gold medals with Finland's Paavo Nurmi and Carl Lewis of the U.S. (NBC)

Q&A: Nike's CMO on the Brand's Olympics Campaign Highlighting All Kinds of Athletes
Nike's chief marketing officer, Greg Hoffman, spoke to Adweek about the brand's latest campaign, created by Wieden + Kennedy in Portland. The campaign could be one of the brand's most inclusive yet, including Sister Madonna Buder (the "Iron Nun") and U.S. transgender athlete Chris Mosier. (Adweek)

In Pole Vault, a Near Miss for U.S. Means a Gold for Greece
U.S. women's pole vaulter (and first-time Olympian) Sandi Morris lost her chance at gold when she barely grazed the bar, costing her a vault that could have put her on top. (She technically tied with gold medalist Ekaterini Stefanidi of Greece for best height, so the final decision came down to who had the fewest misses overall.) But silver was still a huge win for Team USA, especially after reigning gold medalist Jenn Suhr was battered by a weeklong virus, effectively taking her out of the running. (Team USA)

U.S. Swimmer Gunnar Bentz Apologizes for Gas Station Incident, Says Video Footage Missing
Ryan Lochte alleged that he and fellow swimmers were robbed at gunpoint while in Rio. The story as it was told turned out to be untrue, but U.S. swimmer Gunnar Bentz apologized Friday for his role in the scandal. He also said missing surveillance footage from the incident would prove that the swimmers were held at gunpoint after their tussle with a security guard and told to leave money. (USA Today)

NBC's Olympics Ratings Rebounded a Bit Thursday Night 
Thursday was an inspiring night in Rio—Team USA's Ashton Eaton won the gold in the men's decathlon and Usain Bolt earned a third gold medal in a row in the 200 meters. 21.7 million viewers tuned in Thursday, slightly up from Wednesday night, but still one of the lowest-rated nights of the Olympics so far. (Adweek)

Triumph, Cuteness and Controversy Make the Olympics a Messy Mix on Social Media
Media technology player 4C reviewed the highlights and lowlights of Thursday's Olympic games. The buzziest moments on Facebook and Twitter came from a handful of moments, including Usain Bolt winning the 200-meter gold 572,746 engagements (likes, comments and retweets) and Alistair and Jonny Brownlee taking the gold and silver in the triathlon. (Adweek)

Huffington Post and Samsung Are Spotlighting Rio's Untold Stories With 360° Video
The Huffington Posts virtual reality studio, RYOT, has partnered with Samsung to tell stories at the Olympics using Samsung's new Gear 360 camera. Those stories are about Brazilian culture and life in the city. (Adweek)

Article originally appeared on Adweek Advertising & Branding: Link.

Maya Angelou Illuminates the Human Family in Apple’s Beautiful Rio Olympics Spot

Building on Apple's "Shot on iPhone" campaign, TBWA\Media Arts Lab gives us "The Human Family," a new spot with Maya Angelou narrating her poem "The Human Family." 

The structure is simple, and reminiscent of a wedding montage (if only the latter were this short!). Against a white background, photos and videos of different faces and families—of all colors, sizes, ages and orientations—flicker by, with the credit of each iPhone photographer underneath.

As they move past us and into oblivion, like the firefly residue of memory, the late Maya Angelou reads her poem "The Human Family" in the background. 

The spot is slated to air Friday during the Opening Ceremonies of the Rio Olympics. It's already gone live across Apple's social media channels and on the website, where a full subsite is devoted to the "Shot on iPhone" campaign.

The Olympics is a time when we commonly celebrate both differences and unity, and the ad elegantly walks the line between both. The triumph of "The Human Family"—both the ad and the poem—is the warm embrace of the qualities that make us unique (and beloved) in the eyes of those who love us. It's that universal desire to love and connect that produces commonalities that are more important than the differences. 

This is a pretty nice message in a climate currently obsessed with stoking our differences to the point of explosion. As analyst Jan Dawson pointed out on Twitter, "Apple's Olympics ad is a nice antidote to all that's going on in the world (and the US in particular) at the moment."

The full text of Dr. Maya Angelou's poem appears below. The ad doesn't use all of it, probably for time and clarity, but it isn't a disservice. You can also listen to Dr. Angelou reading it, unadorned by marketing music, on Scientific American.

I note the obvious differences
in the human family.
Some of us are serious,
some thrive on comedy.

Some declare their lives are lived
as true profundity,
and others claim they really live
the real reality.

The variety of our skin tones
can confuse, bemuse, delight,
brown and pink and beige and purple,
tan and blue and white.

I've sailed upon the seven seas
and stopped in every land,
I've seen the wonders of the world
not yet one common man.

I know ten thousand women
called Jane and Mary Jane,
but I've not seen any two
who really were the same.

Mirror twins are different
although their features jibe,
and lovers think quite different thoughts
while lying side by side.

We love and lose in China,
we weep on England's moors,
and laugh and moan in Guinea,
and thrive on Spanish shores.

We seek success in Finland,
are born and die in Maine.
In minor ways we differ,
in major we're the same.

I note the obvious differences
between each sort and type,
but we are more alike, my friends,
than we are unalike.

We are more alike, my friends,
than we are unalike.

We are more alike, my friends,
than we are unalike.

Article originally appeared on Adweek Advertising & Branding: Link.