Adidas is promoting its new five-year kit deal with Arsenal FC with a new campaign that heavily emphasizes the soccer club's London heritage.
While the London theme will draw obvious comparisons with Nike's "Nothing Beats a Londoner" work, this film is less about the crazy and more about the inclusive. The film, created by Iris, features narration from Arsenal legend Ian Wright, who kicks off with a message of inclusion: “You ain’t born a Londoner, you’re made one.”
It shows how Arsenal players and fans from around the world feel so at home in London, and at Arsenal, they’ve become part of the fabric of the club and community. The film shows them adopting accents of North London and real Arsenal fans using lip-sync and dubbing techniques. There's also a cameo from Idris Elba, boasting he "could have played for Arsenal."
The social media films are supported by OOH across London Underground, including at North London stations near Arsenal's Emirates stadium. They're promoting the new Adidas kit for Arsenal, which succeeds Puma as supplier to the club.
The launch of the kit however has been somewhat marred by a social media mess-up. As The Guardian reported, a campaign to put tweets on shirts and post them on social media was hijacked by racist Twitter users, leading the company to accidentally tweet out racist slogans. The offensive posts have now been removed.