Last month, adidas Originals tapped into Kylie Jenner for its Falcon campaign and today, the global company brings on Childish Gambino — formerly known as Donald Glover, as a brand ambassador via a cutely animated video announcement.
In July, the musician released two summer-ready tracks, one of which was 'Feels Like Summer.' On September 1st, an animated video was uploaded to accompany the song. The short shows Childish Gambino strolling a neighborhood that is occupied by hip-hop's recognizable faces.
adidas Originals' announcement video borrows the aesthetic of 'Feels Like Summer,' adding extra frames to the animated storyline. The 50-second-long addition shows the artist's character returning home and putting on a pair of adidas-branded sneakers. This is an engaging announcement video because it is literally an extension of pop culture.
Moody Animated Video Announcements
Childish Gambino is adidas Originals' New Brand Ambassador
Trend Themes
1. Animated Video Announcements - Opportunity for brands to engage audiences with creative and visually appealing video announcements.
2. Brand Ambassadors - The use of influential celebrities and musicians to promote a brand and reach new audiences.
3. Pop Culture Extensions - Creating content that aligns with popular culture to generate buzz and connect with target consumers.
Industry Implications
1. Fashion - Fashion brands can use animated video announcements and brand ambassadors to capture the attention of trend-conscious consumers.
2. Entertainment - Entertainment companies can leverage animated video announcements and pop culture extensions to create engaging and shareable content.
3. Marketing and Advertising - Marketing agencies can help brands incorporate animated video announcements and brand ambassadors into their promotional strategies to increase brand awareness and customer engagement.