MAM
Adidas releases its largest global integrated ad campaign
MUMBAI: Adidas has announced the launch of its latest football advertising campaign ‘Impossible Field,’ which is its largest global integrated advertising campaign.
The campaign brings together six international football stars – David Beckham, Michael Ballack, Raúl, Jermaine Defoe, Kaká and Javier Saviola to capture the essence of ‘Impossible is Nothing.’
The campaign centers on a 60-second commercial in which the players take on an army of opponents all intent on owning the ball. With a mix of precision, balance and power the Adidas team perform on the raised lines of a football pitch.
Unable to run on anything other than the white lines, the players are forced to push their skills to the limit, using tricks and moves unlikely to be seen on a regular pitch.
The players’ skill and ingenuity send opposition players stumbling and falling into the void below. This portrays the superior level of football that is inherent to these players. Whilst still being true to football, it is also taking the game to another level. The raised playing field provides a unique perspective on the game of football, creating a 360 degree experience of the players in action along the pitch lines.
“The Impossible Field campaign reinstates Adidas’ belief in ‘Impossible is Nothing.’ The campaign clearly takes football to the next level. With the most talented team of Adidas football players, it delivers an unbeatable combination of attitude and skillfulness – being played on an impossible pitch,” says Adidas India Marketing Pvt. Ltd managing director Andreas Gellner.
Created by the international agency – 180, the commercial contains nearly 100 shots that took place over a period of seven days in a large studio in Madrid.
Adidas brand ambassador David Beckham says, “In this commercial we’re taking football to a different level. The field has been raised and we play on an elevated field. We have to do so without falling, and of course we have to keep the ball all the time. During the shoot you can’t help but wonder how the commercial is going to look in the end. But after seeing the final version, all I can say is that it’s just amazing to see how it all came together.”
Adidas India has also put in place an integrated communication approach to support the launch of Impossible Field. The campaign will include television commercial, cinema and outdoors in addition to retail marketing. Adidas has also launched a dedicated microsite on Impossible Field.
Brands
TCS and ServiceNow join forces to fast-track AI in enterprises
New partnership aims to turn clunky workflows into smart, self-learning engines
MUMBAI: Tata Consultancy Services (TCS) and ServiceNow have teamed up to help businesses move from AI experiments to full-scale adoption. The multi-year partnership will see TCS building industry-specific AI solutions on the ServiceNow platform, transforming slow, manual processes into intelligent, autonomous workflows that learn and improve over time.
Enterprises are eager for smarter ways to handle back-office functions like HR, finance, supply chain, procurement, and employee services. With this collaboration, TCS will offer AI-led solutions that bring together trusted AI, modern workflows, and deep industry knowledge, helping businesses work faster, smarter, and more efficiently.
ServiceNow president and chief product officer Amit Zavery said, “Enterprises need partners who can combine innovation, execution, and governance. Together with TCS, we are embedding AI directly into workflows, modernising legacy systems, and driving measurable results.”
TCS executive director and COO Aarthi Subramanian added, “Companies are ready to move beyond pilots to enterprise-wide transformation. Our partnership will embed intelligence across IT, operations, and customer functions, unlocking speed, efficiency, and lasting advantage.”
The solutions are designed to break down silos, giving organisations a holistic, insight-driven view. HR operations, for instance, could shift from fragmented services to a smooth hire-to-retire lifecycle, boosting productivity and engagement. Similarly, order processing could evolve from a slow, multi-step cycle into a fast-moving engine that drives revenue and cash flow.
TCS is already ServiceNow’s largest user for IT Asset Management, rolling out the system across thousands of devices in just three months. Both companies will also invest in co-innovation labs, solution showcases, and joint go-to-market initiatives to bring these AI capabilities to clients.
With this partnership, enterprises can look forward to workflows that think for themselves, helping businesses stay ahead in the AI era.
