Every young generation has held the mantra “I did it my way,” as its guiding light. Adidas has seized the opportunity to align itself with millennial thinking in its new campaign for Adidas Originals, Original is never finished, and housed it in an arty montage of 10 scenes that feature “visionaries” (adidas’ term) from the worlds of music, skate, sport, style and art, underscored by a new rendition of Frank Sinatra’s famous song, My Way.
The cast of 10 includes Snoop Dogg; singer-songwriter, Dev Hynes (aka Blood Orange), hip hop artists, Stormzy and Mabel; ex-NBA star, Kareem Abdul-Jabbar; Los Angeles Lakers forward, Brandon Ingram, artists and photographer, Petra Collins; skateboarder and artist, Gonz: and French skateboarder, Lucas Puig.
“adidas Originals has re-interpreted its own classics and now turns to a new generation of creators and inspires them to redefine the meaning of originality,” the brand said in its news blog.
“Everything we do for adidas Originals is a work in progress, as true creativity is never finished,” added Alegra O’Hare, vice president of global communications adidas Originals & core.
“We are constantly challenging ourselves and breaking down the boundaries that limit imagination; we hope to inspire all creators to do the same.”
The ad, that was created by Johannes Leonardo, explores the idea that if you push something far enough, it becomes original again – and signals the launch EQT footwear, a 90s icon that adidas has “redefined for a new generation’.
Bringing classic to life in their own way are Petra Collins, who reinvents Botticelli’s The Birth of Venus, Snoop Dogg, who recreates his own Doggystyle album cover with a trippy chase scene, skateboarders Gonz and Lucas Puig doing it their way, and adidias’ NMDs, which are repurposed into masks by Anonymous.
Film credits, cast, scenes:
- Song: Remix of My Way by Frank Sinatra by recreated by Human
- Snoop Dogg in Doggystyle
- Stormzy in Trap Syrup
- Mabel in Tunnel
- Kareem Abdul-Jabbar & Brandon Ingram in Raining Basketballs
- Dej Loaf in Inflated
- Dev Hynes in Mirrors
- Gonz and Lucas Puig in Lucas & The Gonz
- Petra Collins in The Birth of Venus, Sneakerheads , Essential Squad
The spot is the beginning of a larger campaign that launched on January 18 and will extend throughout the year.
It launched days after Nike’s edgy campaign featuring FKW Twigs:
Credits:
Agency: Johannes Leonardo
Chief creative officers: Jan Jacobs & Leo Premutico
Creative director, partner: Ferdinando Verderi
Creative directors: Wesley Phelan & Matthew Edwards
Head of integrated production: Dana May
Executive Producer: Maria Perez
Group account director: Sam McCallum
Account director: Dom Dalton
Head of strategy: Mark Aronson
Production company: RSA Films
Director: Terence Neale
Executive Producers: Jules Daly & Paul Kawasaki
Producer: Rozanne Rocha-Gray
DOP: Alexis Zabe
Production Company: Egg Films, Cape Town
Executive producer: Colin Howard
Producer: Rozanne Rocha-Gray
Editing: Exile
Visual Effects: Blacksmith
Colour: Company 3
Sound design: Q Department
Sound mix: Sonic Union
Videographer (Cape Town): Deon van Zyl
Videographer (Los Angeles): Anton du Preez
Photographers: Hayden Phipps, Cape Town; Dan Regan and Atiba Jefferson, Los Angeles
Editors: Sean Dunn & Misha Spivack
Client: Adidas Originals
General manager: Arthur Hoeld
Global vice president, brand communications: Alegra O’Hare
Global director of communications, brand marketing: Jenny Pham
Senior manager communications: Edi Borrelli
Senior director, global brand marketing operations and creative shoot production: John van Tuyll
Shoot and production manager: Justin Townsend
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