KICKING IT
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17-02-2004, 11:42:32
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17-02-2004, 10:49:38
A CONVERSATION AT THE 180 COFFEE MACHINE
“Did you watch the rugby?” “Yeah I did. And the football.” “And your wife let you?” “I had no choice. She’s absolutely nuts about Wilkinson and Beckham.” (Thinking time) “Hey you know what? Wilko’s style is really similar to Beckham’s.” “What, his kicking?” “Yeah, his kicking. And they both wear adidas.” “I wonder if Jonny can kick a football?” “Do you think Becks could kick a rugby ball?” “We should get them together and find out.” “It’d make a nice TV campaign.” “It’d make my wife very happy.”
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17-02-2004, 10:24:47
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17-02-2004, 10:27:18
“How long do you practice everyday?”
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“I can’t leave until I’m happy.”
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17-02-2004, 10:30:01
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Becks: How long do you practice everyday?
Wilko: I can’t leave until I’m happy, do you know what I mean?
Wilko: I hit from like there, to up here, so I actually turn the ball a bit.
Becks: Yeah.
Becks: Sorry.
Becks: Sometimes they dip though, unbelievable, last minute...
Wilko: Ohhh...
Wall: Ooooohhhh...
Wilko: Sorry.
“Probably the best spor t
Becks: That’s more like it.
Becks: Couldn’t imagine, you know when it’s windy...
Becks: So five steps back?
Wilko: Four...four back, four back... yeah, come this way, come this way, come in line with the posts... that’s it. Becks: Let me start again.
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Wilko: Four steps back.
Becks: Five to the side.
Wilko: Sort my foot out, just a bit of toe...
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Wilko: Oh, that’s big...
Becks: Nearly hit the dog.
Becks: There’s nothing better than when you hit…. well you’ll know... when you hit a sweet one.
Wilko: Still picking that one out, look.
Becks: I know, he’s not happy.
Becks: Hit that corner, top left...
r t s ad ever made...”
Becks: He’s better than me…
Wilko: Hahaaa
BBC RADIO 1, 24/09/03
Becks: I tell you what I’m not looking forward to kicking this rugby ball.
Wilko: If it’s windy you’d have to literally aim outside the post and if it doesn’t come back you just look like an idiot.
de.
Becks: Easy…
Becks: Yeah..
Becks: Hands, don’t forget the hands…
Wilko: Well done mate... good day.
Becks: And I’d love to come to a game...
Wilko: Just a quick…
Wilko: Haahhaa, oh good hit!
Becks: Thanks for that... can I get one of your shirts as well?
Wilko: I tell you what, I’ll organise...
Wilko: Yeah, no problem.
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17-02-2004, 10:32:37
“I hit it from like there, to up here, so I actually turn the ball a bit.�
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17-02-2004, 10:36:22
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17-02-2004, 10:37:08
“Tell you what, I’m not looking forward to kicking this rugby ball.”
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17-02-2004, 10:51:57
Wilko: Four steps back.
Becks: Three, four back.
Wilko: 90 degrees.
Becks: Five to the side.
Wilko: One in.
Becks: Check the wind.
Wilko: Sort my foot out.
Becks: Toe tap.
Wilko: Body in the right position.
Becks: Hands, don’t forget the hands.
Wilko: And then...
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17-02-2004, 10:52:46
“I was in the pub the first time I saw it. The whole crowd went quiet and when Beckham caught the rugby ball behind his head everyone just burst into applause, they just went crazy.” ENGLISH FOOTBALL FAN
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17-02-2004, 10:54:06
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17-02-2004, 10:54:49
“So lads, you haven’t shown me any scripts, you don’t know if the guys will talk to each other and you don’t have any idea if they can play each other’s sport. Are you absolutely sure this’ll work?” NICK CRAGGS - adidas UK
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17-02-2004, 11:02:27
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“ What do I think about Jonny Wilkinson? He’s a lot like his adidas commercials – pretty flash.” EDDIE JONES, WALLABY RUGBY COACH, 23/11/03
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17-02-2004, 11:32:42
In September 2003 ‘Kicking It’ increased the data-traffic on the adidas UK site by 3500%
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17-02-2004, 11:04:52
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17-02-2004, 11:10:23
“...find an exact point. I’m gonna kick it
between the posts, draw a line from that point down to the ball and then kick it to that line.”
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17-02-2004, 11:05:31
“ I think I’ve been doing too many commercials with Jonny Wilkinson.” BECKHAM AFTER TURKEY vs ENGLAND, EURO QUALIFIER, 11/10/03
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17-02-2004, 11:09:46
BBC 2 DOCUMENTARY, 12/08/03 Wilko: It’s like you can hear your heart thumping, you just accept that it’s there but it’s not gonna affect the kick.
Int: You do feel nerves?
Wilko: Oh yeah, more than most I know. I think I’m one of the worst for being nervous but I think it’s just a refl ection of how much it means.
Int: You’ve just had an interesting experience in making the adidas commercial with David Beckham, what sort of experience was that?
Wilko: Yeah, incredible. Very fortunate for me to be involved in that sort of thing. It’s one of those things you never imagine will come your way when you start, when you get involved in the game, even professionally. I’ve not met him before, I’ve obviously read the
“The freedom we were given to just go out there and have some fun was fantastic. That really made the day. Doing something we both just love doing. Just kicking balls around.” JONNY WILKINSON
things everybody reads and I’ve followed him and supported him like everyone else does. To meet him in the flesh in a sporting environment, it was great to see him in that environment ‘cause I’m sure he was at his most natural. I know when I’m kicking a ball around I feel confident and I feel natural ‘cause I know what I’m doing and I love doing it. And to catch him in that frame of mind was brilliant.
We just hit it off and had a great chat. I was able to relate to him dealing with the pressure. It was great. We had a great time.
Becks: You’re always nervous meeting people that are in the spotlight and great personalities and Jonny is a great personality.
Wilko: The freedom we were given to just go out there and have some fun was fantastic. That really made the day. Doing something we both just love doing. Just kicking balls around.
Becks: He’s a great player, an amazing player. You know he’s got his own style. That’s what I admire about him as a player and as a kicker.
Int: What were you able to teach him and what did you learn from him?
Wilko: I’m not sure I taught him. I tried to teach him how to goal kick but he hit his fi rst one before I was fi nished. And I almost thought there was no point carrying on. He absolutely nailed his fi rst one, and then he started mocking me from then on. With his hands and with run ups and all that business. He was very good. Actually the way footballers seem to play, they seem to play… not the same as rugby. The touch is a lot different, they need to know the weight and be able to use all parts of the foot. It’s just immediate the way he picked up the ball, where he wanted to hit it on his foot. I was sort of saying well this is where I hit it on my foot but straight
“It was one of the best days I’ve ever had filming a shoot. Actually, it was probably THE BEST day.” DAVID BECKHAM
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away... bang… oh OK. Yeah that was fairly impressive and then he sort of talked to me about football and it was great seeing him hit a few as well but kicking a rugby ball was something he picked up really quickly.
Becks: We had a great day together, we had about 4-5 hours together and it was one of the best days I’ve ever had fi lming a shoot. Actually, it was probably THE BEST day at fi lming a shoot because we just clicked straight away.
17-02-2004, 11:34:52
IMITATION IS THE SINCEREST FORM OF FLATTERY
The Whyte and Mackay Whisky company chose to mirror the campaign using their own Scottish football and rugby heroes. Ally McCoist and Kenny Logan larked around the park in this timely and hilarious spoof of ‘Kicking it.’
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17-02-2004, 11:35:54
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17-02-2004, 11:37:11
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17-02-2004, 11:37:53
SO, WHAT DOES A SHOOT WITH 180 GET YOU?
The campaign ran for six weeks. Worldwide media coverage lasted four months. Five British broadsheet and seven tabloid newspapers ran features on the campaign. A documentary about the campaign ran on BBC 2. Two million people pressed the red button on their remote. An interactive television record. Data-traffic increased by 3500% on the adidas website. ‘Kicking it’ showcased on Apple’s Quicktime news. There are 40 million subscribers. Campaign magazine selected ‘Kicking it’ as one of the top ten commercials of 2003. David Beckham and Jonny Wilkinson became friends. The copywriter’s wife got to meet them. She was very happy.
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17-02-2004, 11:17:26
180 is an independent, international agency based in Amsterdam. For information, or a DVD of the ‘Kicking It’ campaign, contact us at: Keizersgracht 253, 1016 EB Amsterdam, NL, call +31 20 4222 180 or visit www.180bv.nl
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17-02-2004, 11:11:32
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17-02-2004, 11:41:22