Why Do Adidas Olympic Advertisements Make People Feel Terror?

Two days ago, a friend called to talk about the theme of Adidas's "Olympic Games with 2008, no impossible" Olympic Games. He said, "how many times do you feel a little strange?"

It's a bit scary. I just remembered that every day, on the subway TV in Guangzhou subway, on the public corridors in the business district and on the roadside waiting kiosks, Adidas was the "2008, no impossible" promotional film. Zheng Zhi, Sui Fei, women's tennis team and other Chinese Olympic athletes appeared in the advertising film, making the lineup very luxurious.

There is no doubt that this is an Olympic propaganda with great investment and great creativity.

The combination of virtual and real makes the performance of the entire advertisement very shocking -- Zheng Zhi walks on a group of grey heads, and easily drives the ball forward; basketball player Sui Feifei takes the ball from Zheng Zhiti, still stepping on a crowd of cheering gray heads, leaping up lightly and putting the ball into the basket. What is even more shocking is that diver Hu Jia boarded a diving board made up of a crowd of stairs, jumped down from the high altitude, and was swallowed up by the crowd with gray hands and long hands. When I first saw this ad, it was attracted by the expression of this combination of virtual and real, and the conjecture was sure to be a big brand advertisement.

But on the subway television, I saw this advertisement on a daily basis. I saw a real Olympic athlete trample on a group of gray heads, especially when the bottom hand extended and the head surged. A strange feeling also came to life. As my friend said, those gray crowds made him think of hell, more like a real scene of hell. It was a gray and cool color isolated from the real world. At first glance, it was shocking.

From the point of view of marketing strategy, Adidas is "2008 together, no impossible." advertising is very creative. It invites people to participate in the Olympic Games, and also expresses Adidas's core philosophy: unity and unity. Nothing is impossible.

The way of expression is open to question. In China's cultural cognition, red is passion, happiness, victory, grey is depression, failure (grey life), and even death (on the face of death). Under the background of the Olympic Games, the advertising theme with the theme of the Olympic Games has been shown in such a large gray crowd. Some of them are amazing. Of course, the original intention of the creative person is to represent the boundary between virtual and reality with grey and red, but they forget the cultural awareness in China. Such a gray crowd, such a gray crowd of scenes, makes people have a terrible Association, which is contrary to the assumption of Adidas. But from the overall tone of the Olympic Games, this advertising film.

In China, a country with strong cultural cognition, once creativity is inconsistent with the inherent psychological cognition of consumers, the negative public opinion on brands will rise rapidly. From Nike's "terror chamber", McDonald's "kneeling advertisement", Nippon's "Pan Long slipping" to TOYOTA's "overbearing advertisement", these famous international brands will eventually have to cancel their elaborate and huge advertising campaigns to quell public opinion.

Therefore, when any brand is launching advertising, it is necessary to check the alignment between creativity and cultural cognition, though it can win the sensation effect by advertising in reverse direction, but if the creativity exceeds the cultural pond, it may give the brand an incalculable loss.

The Chinese market is not a new market for Adidas. The understanding of the Chinese market and the psychological grasp of consumers should also have a certain depth. So the mistake of "2008 together is impossible" is a bit surprising.

　　评价广告有效性的无非三条标准：认知度、美誉度、销售力——由于纯粹品牌宣传，所以这则广告片不存在销售拉动的任务;另外，表现手法新颖，阿迪达斯这则“一起2008，没有不可能”广告相信会有不俗的知名度，但如果从美誉度的角度去评定，按“愉悦-认可-共鸣”等三个准则去询问观众，相信结果是阿迪达斯所不愿看到的——有很高的知名度却有着低的美誉度的广告，应该是属于那些丰胸、卖药、保健品的销售性广告，像脑白金，而不应该是传递品牌理念的形象广告，这一点是否值得阿迪达斯反思? 　　最后声明，阿迪达斯是一家令人尊敬的新锐企业，所以以上的批评纯属个人观点，且只指涉此则广告表现，不存对企业立场的批评。

Welcome to discuss with you.