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Posts Tagged ‘Melanie La Rue’

Sid Lee Toronto Welcomes Jermain Defoe’s Move to Toronto FC

Toronto FC has partnered with Sid Lee Toronto for a campaign highlighting their signing of star English striker Jermain Defoe (formerly of English Premier League’s Totenham Hotspur).

Working under the assumption that “soccer isn’t seen as big news in North America until it has become ‘footie news’ across the pond,” Sid Lee crafted a spot documenting the perceived shocked reaction to the news in England. “Our idea for the campaign came pretty early on – let’s elevate the magnitude of Jermain Defoe swapping Tottenham for TFC by having a bit of fun with how people might react to the news in Great Britain,” explains Jeffery DaSilva, creative director at Sid Lee.

Set in the London boroughs where Defoe has been front page news since the beginning of his career, the 30-second spot manages to depict shocked Londoners’ reactions in a clever and funny way (to say anything more would give too much away).  The “It’s a Bloody Big Deal” tagline acts as the perfect ending to the spot, emphasizing the importance of the deal and the connection to how the news is perceived in England.

The integrated campaign launched earlier this week with :10 and :15 second teaser spots appearing in high rotation on major sports networks; the full 30 second spot (featured above) debuts today. In addition to television ads, the campaign includes “a variety of print, online, and OOH executions that will blanket the city for the next five weeks.” Each of the campaign elements feature “a specially commissioned illustration” of Defoe outfitted in his new Toronto FC uniform.

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Run DMC, DJ A-Trak Spin Off New Launch for Adidas

Adidas and Sid Lee are framing the new “Unite All Originals” as Run DMC vs. DJ A-Trak, but the versus bit comes on too strong. The campaign is much more affable than combative, think of it as a buddy cop combo where there are three buddies instead of two and the buddies like to wear black felt hats.

Run DMC’s famed history with Adidas dates back to the 1980s, and they’ve been lending their benign street cred to the three stripes ever since. A-Trak may not be comparable as a household name, but he’s a worthy spokesman for the next generation, as you can see in some coverage from early March. For this new campaign, the two acts are combining for a fan-controlled music video that will be dictated user voice commands. A true embodiment of “My Adidas.”

Credits after the jump.

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A-Trak Steps In to Provide Soundtrack for Latest Sid Lee/Adidas Work

Nothing like a little beat-dropping to wind down the day. So, let’s let Montreal native and renowned producer/mixmaster DJ A-Trak (just watch this from 16 years ago) do his thing for a minute in a new Sid Lee spot for adidas Originals, which is part of a larger global campaign for the brand called “Unite All Originals.”

While the days of Daft Punk, Snoop and David Beckham joining forces in the name of geekdom may have long since gone, the party continues in Sid Lee’s world with the aid of A-Trak, retro visuals by French artist SoMe (who also directs the clip) and a horde of hip youths. And, thanks to the clever editing and digital production work from partners such as B-Reel Stockholm, the interplay between music and visuals provides for a fairly hypnotic experience. Hey, we’ll take this over the usual late afternoon stupor any day. Credits after the jump.

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