[New York[, April 24, 2013 - To celebrate the launch of the new Chelsea FC home shirt for the 2013/14 season, adidas has launched a bold new campaign - 'It's Blue, What Else Matters' encouraging Chelsea fans across the globe to go 'all in' and buy the new 2013/14 home kit before seeing it.
To mark the occasion, adidas has created a hero film featuring some of Chelsea's biggest stars and iconic imagery that will adorn the club for the forthcoming season. The artwork and film illustrate the commitment and the lengths that the players will go for the club.
The imagery is the centerpiece of the adidas marketing campaign based on the belief that Chelsea is not just a football club, not just a team, but something deeper and emotional.
adidas spokesperson said "The campaign was created based on the insight that Chelsea can clearly own 'blue' as a color. Not only do they sing about it, but they are the only club in the English Premier League that call themselves 'The Blues'. Seeing the players take part and show their commitment to the color and the lengths that they will go to will inspire the fans and show the club as they have never been seen before"
The 1.5 min viral film that has been created for the campaign features Juan Mata, David Luiz, Gary Cahill and club captain John Terry. It starts with the journey of a single drop of blue liquid dominating the screen before cutting to a locker bleeding adidas' iconic three stripes of blue liquid from its vent. The anticipation builds when you see Terry's feet being covered in blue and builds intrigue as a suspended barrel of the blue starts to slowly pour creating a wall of paint. As the music drops and the speed picks up, the film cuts to John Terry, Juan Mata and Gary Cahill, bear chested, sizing up the blue liquid in front of them. John Terry is then pictured, falling back into a pool of the blue liquid, a scene that had to be shot in one take. The locker that was bleeding the three stripes suddenly explodes over Juan Mata, who does not flinch such is his commitment to being blue. Gary Cahill walks through the wall of paint in a dramatic scene before the climax of the film which showcases David Luiz, unrecognizable but truly iconic as he bursts out of a vat of blue from where he was submerged.
Each player spent two hours on set to create this epic piece of film and imagery showcasing their passion, love and commitment to the club.
David Luiz - "I have really enjoyed being part of this day, I would do anything for this club and to show my passion for being a Blue means everything to me".
Juan Mata - 'The blue is to belong to this club, as a player and a supporter'.
Petr Cech - 'I can say that painted in blue, It shows how blue I can be, Chelsea is a huge part of my life and Chelsea Football Club has become like my second family'.
The Chelsea fans will be able to explore the imagery throughout Stamford Bridge as Chelsea take on Sunderland. The kit will be revealed over the forthcoming weeks.