Adidas: Hey Jude

Adidas’s “Hey Jude” campaign, a masterful blend of storytelling and brand association, cleverly leverages the iconic Beatles’ song and the meteoric rise of Jude Bellingham to create an emotionally resonant and unforgettable advert. With millions of views, the video transcends a typical sports commercial, offering a poignant reflection on the journey of resilience and the power of dreams.

The video follows the “AIDA (Attention, Interest, Desire, Action)” framework. It grabs attention with powerful visuals and a familiar song, builds interest by showcasing Bellingham’s journey, creates desire by showing the fulfillment of his dream, and ends with a subtle yet powerful call to action.

OBJECTIVES

• Celebrate Jude Bellingham’s success: The video acts as a tribute to Bellingham’s journey, highlighting his dedication, perseverance, and ultimate triumph.
• Align Adidas with rising stars: By featuring a young, talented athlete like Bellingham, Adidas positions itself as a brand that supports and champions the next generation of sporting heroes.
• Inspire aspiring athletes: The video serves as a motivational message for young athletes, demonstrating that dreams can be achieved with hard work and determination.

THE HOOK

• Visual: The video opens with a young boy’s face, filled with hope and anticipation, as he watches a crucial moment in a football match.
• Auditory: The commentator’s voice builds tension, culminating in a near miss that elicits groans of disappointment from the boy and the surrounding adults.
• Emotional: This opening sequence immediately establishes a sense of emotional investment in the outcome of the match, drawing viewers in and making them feel the weight of the moment.

WHY IT WORKS

• Strategic use of music: “Hey Jude’s” themes of hope, encouragement, and overcoming adversity perfectly align with Bellingham’s narrative and Adidas’s brand message.
• Compelling character arc: The video takes viewers on a journey through Bellingham’s life, from his childhood dreams to his professional success, creating a relatable and inspiring story.
• Effective emotional pacing: The video expertly balances moments of vulnerability and triumph, keeping viewers engaged and invested in Bellingham’s journey.
• Powerful visual storytelling: The use of archive footage, personal photographs, and dramatic match highlights creates a dynamic and engaging visual experience.

TAKEAWAYS

• Music can elevate your message: Choose music that emotionally connects with your audience and amplifies your story.
• Focus on relatable human stories: People connect with authentic narratives of growth and achievement.
• Show the journey, not just the destination: Highlight the struggles and sacrifices that lead to success.
• Tap into cultural icons: Leveraging familiar music or imagery can create an instant connection with viewers.

KEY ELEMENTS

• Introduction (hook): The familiar tune of “Hey Jude” paired with images of a young Bellingham creates a strong hook, capturing attention and setting the tone for an inspiring story.
• Problem statement: While not explicitly stated, the video implies the challenges and obstacles Bellingham faced in pursuing his football dream.
• Solution (product/service): Adidas is subtly positioned as a brand that supports athletes on their journey to success, providing them with the tools and inspiration they need.
• Benefits and features: The video highlights the emotional rewards of perseverance, the fulfilment of dreams, and the power of believing in yourself.
• Call to action (CTA): The final tagline “You Got This,” combined with the uplifting tone of the video, serves as a motivational call to action, encouraging viewers to pursue their own aspirations.

This video most closely follows the AIDA (Attention, Interest, Desire, Action) framework.