Everyone wants to run fast. Those who can’t can be turned off by the idea that they’re not good enough. Through its agency, TBWA\Neboko, adidas is encouraging people to run with the idea that running is personal. That running improves everyone, no matter who you were when you began and that the word, fast, can mean something different to each and every runner.

Martinus Evans runs. He’s 300lbs and his doctor told him he was fat and shouldn’t run. He decided, “You know what – f#$k it…” He runs marathons and inspires others to do the same. Ellie Lacey was told she had 48 hours to live. She had an emergency live transplant and became a world champion runner. Kathrine Switzer, became the first female numbered entrant to the Boston Marathon in 1967. She was pushed off the course by male runners but battled on and finished the race.

https://www.youtube.com/watch?v=4H9hbmbsdUk

https://www.youtube.com/watch?v=QzeNc-FeNLo

TBWA\Neboko’s campaign is called Faster Than_, and while the anthem ad does sit in a very dense populated crowd of sports brand advertising looking a bit same-same, the wider campaign includes films that are quite different, a lot more personal, and much more relatable because of it.

The campaign’s message has a very strong left jab: Fast means something different for everyone. But you’ll never be fast – by your definition or anybody else’s – if you never get out there and run.

https://www.youtube.com/watch?v=2qB69N8pJns

Credits:

Client: adidas Running

Agency: TBWA\NEBOKO

Production: Anonymous Content

Director: Daniel Kaufman

Media: Mediacom