A blockbuster new ad for Adidas brings together the brand’s sports sub-brands with the Originals brand for the first time. Featuring stars from Lionel Messi and David Beckham to Derrick Rose and Katy Perry, the spot aims to promote the idea that when you love your game, whatever that game may be, you put your all into it.
The spot is the first major campaign from Montreal-based agency Sid Lee for Adidas since it was announced as lead agency for the whole brand last year. The commercial draws on Sid Lee’s previous House Party spot for Adidas Originals, which also brought together a wide range of stars for the brand. Here the action is harder-edged, and has more sports emphasis, but has a similar documentary feel, with shots of Adidas-wearing kids mixed in with the sports and music stars.
Directed by Romain Gavras, the spot is set to the track Civilization by French electronic band Justice (and is a reunion between the director and the musicians after their controversial collaboration for the video for Stress). It will appear on TV and in cinemas and a longer version, shown above, has also been released online. A number of shorter films and other content, as well as competitions, will also appear on the adidas site as part of the campaign.
Agency: Sid Lee
Production agency: Jimmy Lee.TV
Director: Romain Gavras
Production company: 75