Best of 2017 TV/Film--No. 6: Adidas' Past Creates Its Future In Sexy, Stylish Ad for Originals
Spot Is Set to Reworked Frank Sinatra Classic
Editor's Pick
Every day until New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.
At No. 6 in TV/Film is the Adidas Originals "Original Is Never Finished" campaign, which featured a re-mixed, modernized version of the Frank Sinatra classic "My Way." The campaign, which earned the Entertainment for Music Grand Prix at Cannes, illustrated the idea of originality as a work in progress and juxtaposed creative and cultural legends with up-and-comers. It also features artist Petra Collins' spin on Boticelli's "Birth of Venus" and Snoop Dogg's reinvention of his classic "Doggystyle" album cover.
Original story:
Adidas is doing it its own way -- and it's working. As part of the relaunch of its EQT shoe line, the footwear brand is debuting a global campaign centered around the idea of originality and creation. On Wednesday, the company introduced a stylish, sexy 90-second film "Original is never finished," which features a mix of modern creators such as Snoop Dogg, hip-hop artist Stormzy, basketball star Kareem Abdul-Jabbar and artist Petra Collins, set to the re-worked sounds of Frank Sinatra's classic tune "My Way."
The spot, directed by Terence Neale via RSA, features assorted "Easter Eggs," including artist Petra Collins' re-imagining of Boticelli's "Birth of Venus" and Snoop Dogg's own retake on his "Doggystyle" album cover, with a bold social statement.
"We have in the past challenged 'outward'-facing concepts like what it meant to be a superstar, or the dystopian notion of the future," explained Alegra O'Hare, VP-global communications at Adidas Originals & Core. "For the first time ever, we decided to point the attention in, and challenge the very ethos of our brand and the notion of what it means to be a true original."
The digital video, which was created by Johannes Leonardo, will help introduce additional marketing expected to last through 2017. The New York-based agency first began working with Adidas in 2014.
Wes Phelan, creative director at Johannes Leonardo, noted that the past empowers the future. "We wanted the film to reflect the rich past of all creative spheres: music, art, film and sport," he said. "Starting with the music, we intentionally chose a track that had been done multiple times before to prove our point -- original is never finished."
In recent years, Adidas has positioned its brand as one for creators and helped to hone that message through campaigns such as "Your Future Is Not Mine" from Johannes Leonardo last year.
The company, which had long been sidelined to rival Nike, has experienced a revival with consumers through fashion partnerships with Kanye West. Adidas reported a 20% rise in North American sales for the third quarter and commands about 9% of the U.S. athletic footwear market, according to NPD Group.
The EQT line again uses the heritage of the brand-- the collection was first introduced in the 90s--but modernizes it for today's consumer. The relaunched shoes will be available for sale this month.
The story also appeared on Adage.com.
Credits
- Date
- Jun 21, 2017
- Brand:
- Adidas
- Client:
- Adidas
- Agency:
- Johannes Leonardo
- General Manager:
- Arthur Hoeld
- Global Vice President, Brand Communications:
- Alegra O'Hare
- Global Director, Communications:
- Jenny Pham
- Global Director, Brand Marketing:
- Jenny Pham
- Senior Manager of Communications:
- Edi Borrelli
- Senior Director, Global Brand Marketing Operations:
- John van Tuyll
- Senior Director, Creative Shoot Production:
- John van Tuyll
- Shoot and Production Manager:
- Justin Townsend
- Chief Creative Officer:
- Jan Jacobs
- Chief Creative Officer:
- Leo Premutico
- Creative Director, Partner:
- Ferdinando Verderi
- Creative Director:
- Wesley Phelan
- Creative Director:
- Matthew Edwards
- Copywriter:
- Jeph Burton
- Art Director:
- Hunter Hampton
- Head of Integrated Production:
- Dana May
- Executive Producer:
- Maria Perez
- Senior Producer:
- Tina Diep
- Senior Producer:
- Stine Moisen
- Producer:
- Doug Moffitt
- Production Coordinator:
- Alexandra Olivo
- Group Account Director:
- Sam McCallum
- Account Director:
- Dom Dalton
- Account Supervisor:
- Gulru Soylu
- Head of Strategy:
- Mark Aronson
- Strategist:
- Miné Cakmak
- Senior Business Affairs Manager:
- Ann Marie Turbitt
- Film Production Company:
- RSA Films
- Director:
- Terence Neale
- Executive Producer:
- Jules Daly
- Executive Producer:
- Paul Kawasaki
- Producer:
- Rozanne Rocha-Gray
- Director, Photography:
- Alexis Zabe
- Cape Town Production Company:
- Egg Films
- Executive Producer:
- Colin Howard
- Producer:
- Rozanne Rocha-Gray
- Editorial:
- EXILE
- Lead Editor:
- Shane Reid
- Editor:
- Jay McConville
- Editor:
- Travis Moore
- Executive Producer:
- Sasha Hirschfeld
- Executive Producer:
- Carol Lynn Weaver
- Head of Production:
- Melanie Gagliano
- Visual Effects:
- Blacksmith
- Visual Effects Supervisor:
- Iwan Zwarts
- 2D Lead:
- Iwan Zwarts
- 2D Compositing:
- Daniel Morris
- 2D Compositing:
- Liz Lyons
- Rotoscoping:
- Trace VFX
- 3D Lead Artist:
- Tom Bussell
- 3D Artist:
- Yili Orana
- Executive Producer:
- Charlotte Arnold
- Producer:
- Megan Sweet
- Color:
- Company 3
- Colorist:
- Tom Poole
- Producer:
- Clare Movshon
- Music Licensed Track:
- My Way
- Writer:
- Claude Francois
- Writer:
- Jacques Revaux
- Writer:
- Gilles Thibaut
- Writer:
- Paul Anka
- Publisher:
- BMG
- Publisher:
- Songs
- Master Strategy:
- Frank Sinatra
- Master Strategy:
- Universal Music Enterprise
- Music:
- Daniel Cross
- Music Remix:
- Human
- Creative Lead:
- Morgan Visconti
- Music Director:
- Morgan Visconti
- Creative Lead:
- Michael Jurasits
- Sound Design:
- Michael Jurasits
- Executive Producer:
- James Dean Wells
- Composer/Arranger:
- James Leibow
- Sound Design:
- Q Deparment
- Executive Producer:
- Zack Rice
- Producer:
- Guin Frehling
- Sound/Mix:
- Sonic Union
- Sound Engineer:
- Steve Rosen
- Executive Producer:
- Justine Cortale
- Producer:
- Patrick Sullivan
- Videographer:
- Deon van Zyl
- Videographer:
- Anton du Preez
- Photographer:
- Hayden Phipps
- Photographer:
- Dan Regan
- Photographer:
- Atiba Jefferson
- Editor:
- Sean Dunn
- Editor:
- Misha Spivack
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