NEW YORK The One Club has tapped Adidas as Advertiser of the Year at The One Show 2004.
The honor is given to the advertiser who has earned the most awards at The One Show, according to One Club executive director Mary Warlick.
Adidas is being honored for work that ran worldwide, created by the alliance of the TBWA network and 180 in Amsterdam, across all media: print, outdoor, TV and interactive. Last year, TBWA and 180 created ads including "Wake Up Call," a spot that ran in the U.S. and China and showed the Chinese soccer team performing synchronized feats with soccer balls as the American team watched. The tagline: "Forever sport."
"[Adidias] is taking this product and brand name and giving it a real global identity," Warlick said.
A One Show Pencil will be awarded to Adidas at The One Show Awards gala on May 14 in New York.
Last year was the first time the organization honored advertisers. BMW's Mini was given the honor at The One Show, while Nike was named Advertiser of the Year at The One Show Interactive. No Advertiser of the Year was named in the interactive category this year.