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Chiat/Day Breaks First Work for Adidas

Published on .



"Slugs": Chiat/Day's first work for Adidas.
Since TBWA Worldwide and 180/Amsterdam landed the global Adidas account last year, there have been two global campaigns -- one for the ClimaCool line, featuring celebs like Anna Kournikova, and the "Footballitis" effort, timed to appeal to World Cup fans -- but both have come from the creatives at 180. The first creative from TBWA/Chiat/Day breaks this week, in the form of a Frank Budgen-directed spot promoting the brand's new cushion technology.

The spot, developed in the San Francisco office by Chuck McBride and Todd Grant, features a pair of disembodied shoes jogging through Mexico City to catchy Latin beats. At the end, we see that the shoes aren't empty, but helmed by a pair of slugs. "More power to you," reads the tagline. The spot will soon be followed by another, directed by Anonymous Content's David Fincher.

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