It’s blue, what else matters?

A selection of Chelsea FC players including John Terry, Fernando Torres and Juan Mata were covered in blue paint for a new adidas campaign by London agency The Corner to launch the new Chelsea team 2013/14 home shirt…

A selection of Chelsea FC players including John Terry, Fernando Torres and Juan Mata were covered in blue paint for a new adidas campaign by London agency The Corner to launch the new Chelsea team 2013/14 home shirt…

Rather than show off the new shirt, the campaign (which runs across TV, digital, press, outdoor and social media) sees Chelsea footballers photographed doused in blue silicone paint and features the line, “It’s blue, what else matters” – thus highlighting the fact that true fans don’t need to know anything about the new shirt other than that it bears the club’s colour.

The campaign launched yesterday with the airing of the following 90 second Mark Zibert-directed TV spot during half time of the Chelsea v Sunderland Premier League game:

While the film features Terry, Torres and Mata, the stills for the print and online executions – also shot by Zibert – feature additional players including Demba Ba, Gary Cahill, Petr Cech, Eden Hazard, David Luiz, and Oscar. Here’s a couple of the executions:

So, did the players enjoy getting slimed up in blue paint? Actually, it looks like they enjoyed themselves in the obligatory ‘making-of’ film which you can see here.


Advertising agency The Corner
Creative director Tom Ewart
Creative team Matthew Lancod, Robert Amstell with Pauline Ashford and Mike Kennedy
Head of integrated production Danny Bush
Designer Will Chak
Business director Jonny Angel
Client adidas
Senior communications manager Steve Marks
Production company 24 Productions
Director/photographer Mark Zibert
Sound design Wizzy Wow
Smoke & Mirrors

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