
Have you seen the new Adidas TV spot? It made my day. It doesn’t resemble any Nike-style commercial – where extreme human skills are portrayed to prove a point, or odd ideas on how ‘cool’ running shoes are supposed to be. It’s not trying to be cool; it’s just really cool.
There are three spots I know and have seen so far. The concept is all about “Impossible is Nothing.” Here is the creative copy (from Adidas):
“Impossible is just a big word thrown around by small men who find it easier to live in the world they’ve been given than to explore the power they have to change it. Impossible is not a fact. It’s an opinion. Impossible is not a declaration. It’s a dare. Impossible is potential. Impossible is temporary.
Impossible is nothing.”
You have to see the Adidas commercials.
At first I was like “Man, how in the world have they filmed Ali with those guys?” I then realize that I am in the year 2004. Special effects, but very tastefully done.
Ali vs. Ali is now planted in my subconscious mind. It shows Muhammad Ali vs. her daughter, Laila Ali – who happens to be a Middle Weight Champion. Of course it’s M. Ali in the 70’s composited with Laila. The way it is narrated (by Laila?), the background music, and the copy, shows how powerful this creative ad is. I really loved it.
The other ad is titled “Long Run.” Same composited effect, with M. Ali, Laila, soccer star Beckham, runner Maurice Green, basketball player Tracy McGrady, the others I don’t recognize. All getting ready for an early jog – in Ali’s 1974 Zaire early morning jog? In the end you see Ali doing some trademark butterfly fist boxing in front of the camera…really cool.
The third ad is titled “Stacy.” Now, I spent two-thirds of my life in Asia, so my American pop culture is a tad rusty. Or, maybe Stacy is from the XYZ generation and I don’t know who he is. Or, he is a fictional character. Anyway he used to play some extreme sports. From skateboarding to BMXing. The last scene shows him on a ramp (extreme sports), but this time on a wheel chair.
I found out that the agencies responsible for these spots were 180 in Amsterdam and TBWA Chiat Day in Los Angeles.
Also, another notable and funny spot is the new Quiznos (We Love the Subs & Take a Buck Off) ad. Man those two critters make me crack up. My parents found it foolish, but hey, I may be the target market. They looked like squashed squirrel subs (sandwich) with funny looking faces and ultra dorky singing voices. It’s so funny it makes me want to eat Quiznos. Oh well, check out the two ads at Quiznos.com, a link somewhere in the middle of the page can be found.
I’m surprised to find out that Martin Agency in Richmond, Virginia (about an hour and a half or two from my place!) were responsible for the spots.
Later
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