Adidas’s latest nostalgia-filled Arsenal spot has jumped straight to the top of creative effectiveness platform System1’s rankings as the season kicks off.
The campaign received the coveted maximum score of 5.9 stars among Gunners fans.
Fronted by Hollywood star and Arsenal fan Will Poulter, the spot cleverly incorporates a number of Easter eggs which reward repeat viewings.
Uniquely Arsenal nods include yellow ribbons (a reference to the popular 50s and 70s club anthem ‘She Wore A Yellow Ribbon’), a self-deprecating nod to Gooners’ obsession with transfer rumours, and a tribute to the legendary Freddie Ljungberg’s iconic red mohawk.
It further pulls on fan’s heartstrings by including local food and drink spots in the area surrounding the Emirates stadium, from jerk chicken spot The Tastebox, to Gunners Fish Bar and iconic Gooner watering hole The Tollington.
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Despite their resonance with Arsenal fans, the subtle symbols have not been such a hit with a wider audience, reaching just 2.5 stars among the general population.
However, it shows Adidas’ ability to capture fan’s emotional intensity – something it does across other clubs including Manchester United, Fulham, Aston Villa and Newcastle United.
“Some of Arsenal’s most memorable moments have come whilst decked out in Adidas kits, and this latest collaboration taps into this rich history,” said System1 head of marketing Jess Messenger.
“By featuring iconic Arsenal players, images and symbols, Adidas’ creative effectively drives the deep connection and emotional intensity that every supporter craves,” she continued.