Out of the blue: Chelsea unveils teaser kit ad

UK – Chelsea FC and Adidas have defied convention by creating an advertisement for the new club kit that does not show it.

Launched on 6 April, the ad instead plays on the team’s association with the colour blue, showing nine members of the team, including Juan Mata, Fernando Torres and David Luiz, covered in blue paint with the strapline reading ‘It’s blue, what else matters?’.

The ad, shown on Facebook, Twitter and at the Stamford Bridge stadium, is designed to encourage fans to order the 2013/2014 kit before they see it.

The full kit will be unveiled on 18 April, when the campaign will switch focus to retail and print promotions.

For more on innovative campaigns that reach today’s consumers, read our Consumer Futures report in our shop.