The campaign idea was to have David Beckham and Jonny Wilkinson practicing spot/free kicks. On each ad that went out the viewer was invited to press red to gain access to exclusive footage.Having pressed red, the viewer got access to two video streams, one containing out-takes, one the full 90” ad. This content was only available through interactive TV.

The most successful iTV campaign ever! In total, 2.3 million individuals interacted with the ad and watched the videos. Amongst those that saw the TV ads, this represents a response rate of 31% of all kids, and 23% of all adults. Nick Craggs; adidas Marketing Director, Area North; “The Jonny and Becks TV activity has been a huge success for adidas. PHD's approach to developing the iTV platform was inspired, and played a crucial role in creating front of mind awareness amongst consumers.”