Cool: TBWA’s Olympic ad for Adidas.
Makes sense? I don’t know — yes, there are many people in China and so I’m guessing the theme is something grandiose along the lines of “standing on the shoulder of billions.” But it’s looks a bit like they’re competing somewhere in hell — not my idea of a good brand association. (Would any of my account planning readers like to chime in here?)
Maybe they’re tapping into some sort of macho thing — see my previous post on a GM car ad.
Via the Longyin Review newsletter.