You may or may not be wondering where I’ve been this weekend as I haven’t blogged once, so regardless of which category you fall into, I’m going to tell you anyway. I made my second pilgrimage to London this year. Before 2014, I recall my last trip to London being 5, 6, 7 years ago maybe, so twice in one year is really pushing the boat out.
The reason for this particilar visit was for two close friends 21st birthdays which we celebrated on Saturday night by going to the Hotel Chocolat Restaurant or the Rabot 1946 restaurant in Borough Market. On the Sunday afternoon, we were cycling around Hyde Park on Boris bikes (which I think is now the main reason I go to London) when I noticed an all black London bus. On the side of the bus were the words “All in or nothing”, overlaid across a large portrait image of Lionel Messi.
Now although I haven’t blogged about this yet, I did think that the “All in or nothing” slogan, was not as catchy or as memorable as Nike’s “Risk Everything” slogan, as both messages are based around the same concept, of giving your all, both on and off the football field. So whilst I’m not a fan of Adidas’ slogan or even the football boots that accompany the campaign, they have effectively taken one of London’s most iconic features, and turned it on its head.
Yes, many other companies have done the same, but Adidas have used a design that resembles the Sky professional cycling team bus, which rather than being merely transport with advertising, is instead advertising which has a secondary feature of transportation. The bus is designed so that the individuals on it look as though they are professional athletes, especially as those buses that are wrapped in the signage are the new 2014 shape London buses. The use of the new look London buses really complements Adidas futuristic styled boots which all of their sponsored players are wearing at this month’s world cup, so whilst the slogan and the boots could not stand alone, I think that my initial scepticism of the campaign may have been too hasty.
Whilst I will never wear a pair of those boots, I could go as far as saying I actually like the campaign, but that could just because I like the look of the new London bus? All I do know is that it immediately caught my attention. Whether this is through the celebrity branding, the black colour, or even by chance, I cannot deny that I stopped and admired the design as it drove past me. I liked it that much, I just had to tell you…..
James
Oh before I forget, o2 have managed to brand most of Eustons stations ticket barriers in that mangey little feline who wants to be a dog, so just a heads up if you are passing through Euston to keep your eyes closed.
Tick Marketing 