Adida supporting the London olympics, icorporating celebrety endorsement. Tom Daley a British olympic swimmer is a central figure to the British national team as he is a potential medal winner. Adidas is getting behind the olympic by supporting a figure of the olympics, an athlete. The ad itself is very well constructed. Tom is looking to be looking down on the pool ready to make a jump, taking his stage (tying well with the tag line). The blur of the background also assures that the focus is always on the athlete and not the pool.
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