PICK OF THE WEEK: adidas "Pink"

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Adidas adicolor 'Pink'
Adidas adicolor 'Pink'
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There are many shades of pink. In Charlie White's hands, they are all shocking.

The whole adicolor campaign seems to demand the usual disclaimer about difficulty levels. Yes, this group of filmmakers was given content carte blanche/verte/rose/etc. to create a short film on the theme of a particular color and yes, that sort of open brief is fairly impossible in the "real" ad world. But that's part of the reason adidas should be acknowledged here-for allowing the creative people recruited to do work for the brand to do what they do (Coke, are you listening?), and for understanding the audience and how to join them on their own playing field.

It all pays off—the films we've seen and previewed so far are compelling. Artist/director Charlie White's installment is the slightly menacing pink icing on the branded content cake. In the film, White explores some strange transmutative passage of female adolescence using his always mesmerizing combo of the everyday and the other-wordly. It's weirdly provocative and just gorgeous to look at and listen to. White's love struck teddy bear probably wouldn't strike one as a natural brand ambassador, but in the world of web films and sneakers, he does a shockingly good job.
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