Leagas Leads Notre Dame Cheers

Leagas Delaney has unveiled a series of new Adidas TV ads that trade on the heritage and history of Notre Dame football. Created by the agency’s office here, the six national spots mark the first time Adidas America has created commercials that focus on its longtime sponsorship of Fighting Irish football. The footwear and apparel maker has provided shoes to various Notre Dame athletic teams over the years.
The ads broke last weekend on NBC during the college’s first football game of the season and will run through December, only during Notre Dame contests. The tagline is: “It’s not football. It’s Notre Dame football.”
“We are trading on the team’s strong tradition of performance and excellence,” said agency creative director Harry Cocciolo. “The work is mainly serious,” with a little humor and attitude thrown in to keep it interesting, he added.
Notre Dame is one of the few college football teams in the nation that consistently attracts national TV coverage. This year the team has a new coach and the school and the client want to build on the fans’ optimism for a championship season, Cocciolo said.
One execution shows a slow-motion shot of a Notre Dame player tackling an opponent, as a narrator says, “Kiss me, I’m Irish.” Another spot consists of football footage from the 1930s, 1970s and 1990s, with the message: “We don’t compete against other teams. We compete against history.”
The national campaign is notably different from Adidas’ regional spots featuring New York Yankees baseball. Irreverent and comical, the Yankees ads focused on outrageous stunts of the fans. “With Notre Dame, we are talking about a legendary organization” and the tone of the campaign needed to reflect that, said Cocciolo.