BEST AD CAMPAIGN 2010

Advertising in the world of football boots has hit dazzling new levels of interaction, innovation and cinema-style big-budgetry. Ever since the 90’s, when Nike had awesome campaigns like ‘Good vs Evil’, and the iconic Airport 1998 ad with the Brazilian national team, it’s been the job of the ad-men at the biggest and best companies to come up with ways to get us talking about their product.

And this year was no different – being a World Cup year, we saw the rise of some campaigns  that will live on in infamy!

Before we look back on these PR Phenomenons, we’d like to congratulate Nike for winning the Best Limited Edition Boot 2010 award!

Nike’s Tiempo 94 staved off some very tough competition to take home the award for the best limited edition football boot, doubling the tally of the second-placed Puma JB Final series!

Onto this week’s nominees!

Puma – Love = Football

Puma’s Love = Football campaign was arguably the most stylish out of everything we’ve seen this year.

The simple heart = ball logo was seen everywhere over summer, on T-Shirts, flags and even in vast fields next to the World Cup stadiums.

The spirit of fun was something that’s been desperately missing from some football boots ads in the past few years, and to see an advert that captures that in a warm, summery series of virals was more than welcome.

adidas – The Quest

A huge tip of the hat must go to adidas for the sheer duration of the quest. Running since late 2009, adidas managed to keep the hyper-realistic Quest ads feeling fresh and exciting even after going strong for 12 months.

Featuring nearly every footballer on adidas’ books, the ads were truly universal; starring Lionel Messi, Steven Gerrard, Kaka, David Villa – and even finding room to give the legendary Zinidine Zidane the starring role he definitely deserves!

Incorporating everything that adidas have released over the last 12 months, including the World Cup ball, dozens of National Team kits and 4 pairs of football boots – the Quest was exactly what it set out to be, a quest.

Umbro – Tailored by Umbro

Umbro have been defying expectations since their acquisition by Nike two years ago, and their campaigns this year have certainly followed that trend.

Eschewing the glamorous image of professional footballers, Umbro focused on the people supporting their team – the fans. Using the ‘Tailored by England’ motto in the hometowns of every member of the England squad gave the campaign a real sense of heart and pride, that’s more on key with what Puma were up to, than Nike & adidas’ big-budget campaigns.

Nike – Write the Future

https://www.youtube.com/watch?v=idLG6jh23yE

Nike’s Write the Future ads are over-blown, unrealistic and wildly shameless in their self-promotion (a Youtube video within a Youtube video? Really?) But we loved them for it!

21 million Youtube hits and counting, Write the Future is a genuine cultural phenomenon. Going beyond the video, Nike created plenty of waves with other media, such as the ‘Mt Rushmore’ fresco in London.

Nike’s only downside was the ‘Curse’ of the ad, after seeing Ribery hit by lurid allegations pre-World Cup, Ronaldinho not make the Brazil squad, Drogba coming very close to not playing at all and Ronaldo and Rooney not making it past the round of 16, Nike might well choose it’s stars more carefully next time.

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Now you’ve voted here, be sure to head over to the Fooball Boots Awards Microsite and get voting on our big awards – it’s pretty close at the moment, your votes could make all the difference and you could get your hands on some amazing prizes!


15 Comments

  • Nike just captures the passion and intensity of the game, it is over dramatic but in a good way, and Puma also captures the passion for the game from the grassroot level through the pros also a gread ad campaign. nike tops them out though

  • There is little doubt (in my eyes) that Puma wins hands-down. They captured exactly what football is all about. Umbro highlighted the fans. Nike and Adidas had the star power. Puma managed to capture both the fans and the star players sharing the one most important thing: love for the game. What better message is there than that. Add in a great soundtrack, great visuals, and you have more than ad. You have a visual description of why we love this game.

  • hmmm, let’s see…

    i love puma’s for exactly what Beto said.

    umbro’s are classy and simple -too simple. the only reason i’d vote for them is cuz i cheer for England.
    suited the shirt well though…

    adidas… the spark was spectacular, powerhouse and maestro should go down in history as well.
    but all the superheroes following after that are ridiculous, it seems that adidas only made it all up so they’d get superheroes from every nation (and their supporters).

    nike’s video are the best. it is very encouraging. the idea of how our actions could change the future are described superbly in the video.
    too bad the aftereffect didn’t follows. rooney didn’t end up in trailer park (and he played much worse than he did in the video!!!).

    and my vote goes for….

  • You should consider the effect of each campaign and how successful it was for the brand.
    I wonder why the `every team needs the …´ campaign was not considered here.For me that was the most successful and also creative.

  • Nike’s video was really cool and they always come out with cool boots but my vote is for Puma. You have to realize what got you attracted to the sport in the first place and why you play. I play because I love it, not because of a flashy boot. If I remember correctly, Pele wore Pumas. Does anyone know what kind?

  • @brian: “every team needs the…” campaign IS the quest.

    it was zidane’s quest, remember? only on the first part, he looks for the player in the champions league. on this second part, he looks for the players in the world cup.

    and yes i think footy-boots does talk about the whole campaign, not only one video that posted in this page.

  • A lot of people are judging there vote on the video provided and that’s why adidas aren’t getting many votes, but you also need to take into account the prior ‘every team needs’ videos, just as you should consider earlier parts of the nike, puma and umbro campaigns. – The award is for best ad CAMPAIGN NOT best ad VIDEO.
    Also does anyone know who the Australia representative in the Adidas campaign is?
    Finally, it’s kind of funny that the Nike ad is partially true!
    – When Rooney played poorly in the world cup an English newspaper DID have the headline ‘What a Load of ROObish’. Now allogations have came out about his personal life and a sponsor has dumped him – the Nike ad could be true, we might soon see him in a caravan park, eating baked beans and with a beard!?

  • With the Nike ad you forgot to mention Theo Walcott who didn’t make the England squad and to be honest it wasn’t Cannavaro’s best tournament :/

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