The exposure rate of Adidas Olympic advertising during the Olympic Games is not too high, but the high frequency advertising bombing has not been expected to achieve good results.

The reason is in this controversial advertising film.

Online evaluation of this advertising film is also good and bad.

It is an indisputable fact that Adidas got the reputation of being "cursed" on the Internet.

Adidas, which lacks brand awareness and needs to enhance its reputation and loyalty, is a bit backfired.

The original intention of Adidas's advertising production is to show the love and support of the vast majority of the people to athletes. Everyone is united and united in mind, creating a new history and miracle, interpreting Adidas's "no impossible" core brand concept, but unexpectedly, it has fallen into the "curse gate" of netizens.

The feeling of this advertisement is described by many networks such as "hell", "cold", "terror", "cult", "strange", "ghost" and other negative words, especially to the last picture: a Chinese athlete's back standing on the champion's podium, the accumulation of the following gray world and the waving of his hands.

This feeling is a strong conflict with the visual expression of this advertisement and the inherent cultural cognition of Chinese consumers.

Grey in the cognition of ordinary consumers in China is related to negative emotions and emotions such as death and unlucky.

This is a reflection of the millennial accumulation of Chinese culture in the minds of consumers.

This inherent cultural cognition, whether men, women and children, whether or not Adidas's target customers, is an objective existence.

People are products of society and culture. Even though Adidas's target customers, no matter how treason and dissimilarity, they can not live in the vacuum of culture.

When Adidas advertising uses gray to represent the virtual world, when the vast majority of China's citizens are represented, the virtual world is alienated by consumers into "Sheol" and "hell". The door of consumers' minds has been completely shut down to Adidas. Adidas wants to pass the brand spirit and brand idea pmitted by advertisements, and then hit the head of the consumer's closed mental door.

Some marketers retort that Adidas is so heterogeneous that if its target customers like it, they may not be the target customers of Adidas, so their objection does not matter.

This is a little childish.

For ambitious Adidas, who wants to break through the ambitious target of 1 billion euros in the Chinese market in 2010, it is impossible to rely solely on its HEAVY USER, which buys Adidas customers several times a year, and it is also very important for potential customers and their competitors to rob customers.

How to make the potential customers and competitors' customers identify with their brand spirit and brand culture is of great importance, otherwise customers will never pay.

In contrast, Coca-Cola, the Olympic sponsor, is much smarter.

Although its Olympic advertising is a bit vulgar, it is still a red and festive atmosphere to please Chinese consumers, but at least it will not cause people's resentment and displeasure. Its advertisements are not related to negative vocabulary and emotions.

Another puzzling thing is Adidas's love for the national football team.

Of course, Adidas is a sponsor of the National Football Association, and is unwilling to let its money drain.

For the vast majority of consumers who do not look at the country's N years, Adidas has made its first appearance in the advertisement.

Negative comments on the Internet can be seen.

The national football club has no positive and positive associations for Chinese people, and can only reduce the brand of Adidas.

A good piece of music may add to the whole advertisement.

For the final ending music, the author, as the majority of netizens, dare not flatter.

Although the music is exciting and inspiring.

But after listening to the whole Olympic Games for sixteen days, I was still a little confused. I didn't understand a single sentence. I could only blame myself for not having music cells.

If it is "spell" with "Sheol", it is normal to fail to understand it.

The advertising creativity and controversial points will accelerate Adidas's brand communication.

This may be the "wishful thinking" of Adidas's advertising film.

But did Adidas really get what he wanted?

Let's wait and see.