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!
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
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.
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!