Blue is the Colour for Chelsea & adidas

Forget about a test drive. A new caign to promote Chelsea Football Club’s new home kit for the 13/14 season challenges fans to purchase the adidas product before they’ve even seen it, let alone tried before they buy.

Created through young London agency, The Corner, the integrated execution, which covers TV, digital, press, outdoor and social media platforms is led by a 90-second commercial which sees some of the club’s top stars bathed and covered from head-to-toe in blue paint for the push.

John Terry, Fernando Torres, Juan Mata, Eden Hazard and Petr Cech all feature to promote the new team shirt, emphasising the message that ‘it’s blue, what else matters?’

The work celebrates the Chelsea FC fan’s dedication to the colour blue and dares them to buy the shirt without laying eyes on it urging them to part with their hard-earned cash through true blue spirit and their love for their team.

Fans can click on images of the players’ torsos painted blue on adidas, Chelsea FC and retail partner websites to pre-order their shirt and the ‘true blues’ will then be surprised with rewards for their loyalty.

A powerful film featuring John Terry dramatically falling into blue paint will run on Chelsea FC

TV, in-store and on the brand’s digital channels.

The spot, which also features Torres and Mata getting doused, was directed by Mark Zibert through 24. The film’s soundtrack is by recording artist Wizzy Wow.

“The new adidas Chelsea FC shirt has Climacool technology and all those lovely things, but in truth the most important thing to a Chelsea fan is its colour,” explains Tom Ewart, founding partner at The Corner.

“As long as it’s blue, that’s all that matters. So in an age where heavy corporatisation and sponsorship has created distance between clubs and fans, we thought it would be fun to bring it all back down to earth again around the colour blue and let players and fans alike bathe in the glory of their club colour. Literally.”

The print work (which you can view with other assets in the gallery below), was also shot by Zibert, stars players Demba Ba, Gary Cahill, Petr Cech, Eden Hazard, David Luiz, Juan Mata, Oscar, Terry and Torres, and will run in Chelsea FC, adidas and retail partners’ stores around the world. A behind the scenes film was shot on set which is also viewable below.