Adidas develops MTV programme

Adidas is increasing its commitment to advertiser-funded programming (AFP) with a branded series on MTV starring footballers Jermain Defoe, Ashley Cole, Carlton Cole and David Bentley.

Created by Stream, the content arm of TBWA\London, Gimme The Ball will promote Adidas' F50+ football boot. It will air at least once a day on MTV channels from today (Wednesday) until Christmas Eve.

Produced in partnership with MTV UK, the short programmes will follow the lives of the four footballers. They will focus on their interests off the pitch, in particular core youth interests such as music, fashion and cars.

The show will be promoted via a multimedia campaign targeting young men from urban areas. Planned activity includes a website, a 30-second viral trailer and competitions on MTV.

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