Adidas Targets Chinese Women In Fun Spot Celebrating Female Friendship
TBWA/Shanghai TV Spot Kicks Off Integrated Campaign
Mar 10, 2014
Adidas is targeting young Chinese women in its latest work, a fun spot which depicts various groups of women looking forward to kicking off the weekend with some sports action. The fun-loving, beautiful atheletes participate in various types of workouts including anti-gravity yoga, dance and running. The commercial, by TBWA/Shanghai, is part of an integrated campaign that will include print, OOH, PR, digital, retail and activation. A previous campaign last year, which won a Gold Effie, first introduced the idea of sisterhood and how sports for young Chinese women can be fun, playful and social without having to be too competitive; this ad, directed by Radical Media's Bruce Hunt, evolves it further, carrying the tagline "All In For My Girls." With the likes of Bailey's also celebrating Chinese sisterhood in its recent campaign, female consumers look to be taking center stage in the country's advertising.