SPOT OF THE YEAR: adidas "Hello Tomorrow"

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adidas 'Hello Tomorrow'
adidas 'Hello Tomorrow'
Adidas started a remarkable run at the end of last year with "Unstoppable," one of last year's top spots, and then in 2005 it drop-kicked us with this delightfully eerie masterpiece. "Hello Tomorrow" is the brightest moment yet in the athletic giant's recently revitalized oeuvre, and it even manages to glimmer sans celebrity endorsers. As it upholds the athletic promise of the everyman (in the framework of Spike Jonze's Being John Malkovich-tinged dreamscape), the spot simultaneously acts as a product launch of the self-adapting One Shoe and a bold brand statement staking a broader claim in the lifestyle and technology territory. It's also a seductive cinematic morsel that represents what all advertising should aspire to on a creative level, tightly weaving the agency's ambitious concept, Jonze's far-reaching imagination and exacting, nuanced direction and Karen O's gorgeous ghostly track. It first appeared on screens in March and became a benchmark for the work to follow, and although there were many fine contenders throughout the year, the best of which are listed below, none reached the pinnacle that "Hello Tomorrow" did, allowing us to designate it our spot of the year.
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