# Moody Animated Video Announcements Childish Gambino is adidas Originals' New Brand Ambassador By Kalin Ned | Published 2018-09-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/video-announcement References: [hypebeast](https://hypebeast.com/2018/9/adidas-originals-childish-gambino-new-brand-ambassador) & [youtube](https://www.youtube.com/watch?v=IgqdHud4-XA) Last month, [adidas](https://www.trendhunter.com/trends/adidas-originals-new-campaign) 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. ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 10% | Activity: 33% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Animated Video Announcements:** Opportunity for brands to engage audiences with creative and visually appealing video announcements. - **Brand Ambassadors:** The use of influential celebrities and musicians to promote a brand and reach new audiences. - **Pop Culture Extensions:** Creating content that aligns with popular culture to generate buzz and connect with target consumers. ### Where This Applies - **Fashion:** Fashion brands can use animated video announcements and brand ambassadors to capture the attention of trend-conscious consumers. - **Entertainment:** Entertainment companies can leverage animated video announcements and pop culture extensions to create engaging and shareable content. - **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. ## Related on Trend Hunter - [Individuality-Focused Brand Campaigns](https://www.trendhunter.com/trends/adidas-originals-new-campaign.md) - [Athlete Celebrity Campaigns](https://www.trendhunter.com/trends/zne-collection.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Playful Character-Adorned Apparel](https://www.trendhunter.com/trends/shmoofoil.md) - [Humorous Brand Ambassador Partnerships](https://www.trendhunter.com/trends/yeti-boo.md) - [Celebrity-Endorsed Sneaker Campaigns](https://www.trendhunter.com/trends/start-with-sneakers.md) - [Ambassador-Focused Footwear Campaigns](https://www.trendhunter.com/trends/vans.md) - [Motivational Athlete Campaigns](https://www.trendhunter.com/trends/adidas-you-got-this.md) - [Football Athlete-Headed Footwear Campaigns](https://www.trendhunter.com/trends/travis-hunter.md)