Nothing Is Impossible

This Adidas ad shows the famous picture of Muhammad Ali after he won the world heavyweight championship against Sonny Liston. This is one of the most famous and distinguished boxing matches of Ali's career. It also shows an inspirational quote about how nothing is impossible.

The main advertising technique used in this ad is transfer/association. Adidas is attempting to associate their products with success in order to make their products more desirable by using this picture of Muhammad Ali in one of his most famous fights. They are trying to get buyers to associate overcoming seemingly impossible obstacles with Adidas products.

The techniques used in this ad satisfies the consumer's need to achieve. The makers of this ad addressed this need by showing the picture of Ali winning. This ad is probably successful in making people buy more of Adidas's products because it makes people think that they will be winners too if they buy them.