Sketch Loves... The adidas 'take the stage' campaign

With numerous London 2012 sponsors, both major and minor, all competing to piggyback on the UK's imminent sporting spectacle, it is sometimes hard to see the wood for the trees. One Olympics themed campaign however, has really stood out for us.

adidas launched their 'take the stage' campaign on April 7th with a 60sec TV ad featuring some very famous faces including David Beckham, Example, Wretch 32 and Stella McCartney as well as Team GB athletes Victoria Pendleton, Louis Smith and Tom Daley.

'Take the stage' is the brand's biggest UK Advertising campaign to date. adidas is inviting the public to apply for once in a lifetime experiences such as the opportunity to photograph David Beckham, perform with rapper Wretch 32 on his tour, or play basketball with star Derrick Rose.

Why does it work? The campaign refers to impossible dreams, achievement, rising against all odds to succeed. It's inspiring, emotive and patriotic in a very contemporary way. Combining UK stars of sport, music, fashion and even comedy (Keith Lemon can be seen in the TV advert!), the German born sportswear giant has managed to come across as not simply a Sports brand but also as a British heritage brand and an aspirational lifestyle choice.

In the battle of Olympic sponsorship advertising, we think adidas are Gold Medal winners for sure.