Adidas "Hello Tomorrow"
When the spot's protagonist opens his eyes, the shoes tumble magically to his feet (one of Jonze's many touches, according to McBride), and the surfaces they touch become illuminated. After discovering that he can create doors and control the environment, the everyman star goes for a jog through city and forest, escaping a bear by hurdling sideways in a gravity-defying move. At one point -- in a very Being John Malkovich moment -- he uses the shoes to create an inverted sidewalk/escape route just a few feet off the ground. The haunting soundtrack that accompanies the surreal midnight run was created by Jonze's brother Sam Spiegel with vocals by Yeah Yeah Yeahs frontwoman -- and Jonze's reputed gal pal -- Karen O.
The spot is also notable for its lack of star athletes, who have been staples of the "Impossible is Nothing" campaign. McBride says the agency consciously decided not to use a celebrity in order to put forth an everyman philosophy. "In looking at an intelligent product, it's about personalization and the individual," McBride says. "And one of the best ways to express yourself as an individual is through creativity. My hope is that it has a positive message about what the world is about." -Melanie Shortman