Nike, Under Armour and New Balance Taglines Appear in the Same Ad -- for Alibaba

Agency Fred & Farid Mashes Up 30 Taglines for E-Commerce Giant

By Angela Doland. Published on Nov 15, 2016

Editor's Pick

Nov. 11, not Black Friday, is the world's biggest shopping day. It's when China's Alibaba Group puts on its annual one-day e-commerce mega-festival, called Singles Day or Double 11. Shoppers just spent $17.8 billion in 24 hours on Alibaba's platforms. There were about 100,000 brands and merchants peddling their wares at the same time.

So how do you advertise such a huge, complex event? Fred & Farid Shanghai strung together 30 famous brand taglines in one video for Alibaba's Tmall platform. That meant convincing all the brands to get on board, including competitors like Nike, New Balance, Under Armour and Vans, and join together in the same video. Alibaba has that kind of clout; some brands are said to do a month's worth of sales in a single day during Double 11.

The ad, called "All in One," also includes Levi's, L'Oreal Paris, Dove, Evian, Beats and Johnnie Walker. All the footage was shot just for this ad. The original was in Chinese; this is a full-length version with the slogans in English. There were also four TV commercials, one 60-second and three 30-second versions, as well as an outdoor and radio component.

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Nov 15, 2016
Fred & Farid Shanghai
Brand Development Supervisor:
Chris Tung
Brand Development Supervisor:
Tmall Marketing Team
Chief Creative Officer:
Fred & Farid
Executive Creative Director:
Feng Huang
Adrien Goris
Art Director:
Adrien Goris
Art Director:
Issy Zheng
Agency Supervisor:
Feng Huang
Agency Supervisor:
Nichole Niu
Chris Wang
Assistant Copywriter:
Dan Galganski
Head of Production:
Karim Naceur
Agency Producer:
Jessie Huang
Agency Producer:
Sayde Bayrak
Production Company:
Stink Shanghai
Desmond Loh
Eric Yu
Gobby Yan
Norman Bates
Director of Photography:
Bjorn Charpentier
Director of Photography:
Grimm Vandekerckhove
Olivier Gajan
Yanfeng Xu
Thomas Houthave
Pieter Van Dessel
Post Production:
Fin Design
Post Producer:
Dongdong Wu

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