Celebrating good communication

I have to be honest that Adidas' communication has never stood out to me as being particularly bad or good. I might have missed something. But this week I saw their piece of communication for the 60th anniversary of Adidas Originals and it really worked for me. Now that I have looked into it a bit, I find out that they have been doing House Parties all over the place to celebrate. So it could be that this ad is the culmination of a big long series of parties; it definitely feels like it. It feels fun, and funky and like there was definitely stuff going on off camera, which makes it all the more genuine. I particularly like the fact that Beckham is in it, but hardly. He is not the main focus. He is just there, enjoying it all and looking more relaxed than I have seen him for a while on shots. And isn't that the best way to use a celebrity, not as a speaking testimonial (So you do really use that hair dye, Eva Longoria) but as someone who is part of the brand's world and likes what they do.   There are also other videos, including an invitation to the party and a print ad, which I also like. And above all, to beat the drum again, they are not trying to sell anything. They are just communicating the emotional energy around the brand, and that is what works.