Carat Boosts Adidas’ Brand Appeal With Sky Deal

Carat has negotiated an unprecedented deal for adidas to become the first advertiser to appear on Sky Anytime TV across all Sky+ homes, with the campaign running for a month.

Sky Anytime TV allows viewers to download and watch Sky’s best programming at anytime for up to one week after transmission. Adidas is the first brand to appear, and just one advertiser is featured per month.

This activity will enable adidas to leverage its current ‘Impossible Is Nothing’ brand campaign to appear on more than four million programme downloads of Sky’s top shows.

A 30-second intro spot and extended 180-second closing credits will allow adidas to use long copy never before seen on TV in the UK, featuring stars such as David Beckham and Jonah Lomu. Featured shows include Lost, Soccer AM, Sky Movie Premieres and The Beckhams Go To Hollywood.

Mark Philips, head of communications at adidas, said: “This great opportunity is well-targeted and places our ads in an exclusive, uncluttered environment. We also have a wealth of behind-the-scenes footage from the ‘Impossible Is Nothing’ campaign that will really add value to the viewer experience in the minutes after their programme has ended.

“This campaign is consistent with our position as the most innovative sports brand as we continue to reach consumers in interesting and innovative ways.”

Carat: 020 7430 6000 www.carat.com