Kendall Jenner heads a fresh crew of celebrities appearing in a new spot from Adidas, a third "chapter" in its "Original Is Never Finished" campaign by Johannes Leonardo.
The film is a rework of its previous spot featuring Frank Sinatra's "My Way," but features new celebrities and new scenes: Jenner (whose last big ad appearance, for Pepsi, ended in disaster), appears as Boticelli's Venus, enclosed in a sci-fi pod, which according to the brand is "redefining the notion of birth and rebirth." The model announced her collaboration with Adidas back in May, following in the footsteps of her brother-in-law Kanye West.
NBA star Harden reworks the "mirrors" scene from the first film, with a choregraphed dribbling sequence, while rappers Playboi Carti, 21 Savage and Young Thug are pictured in a formation also referenced from the first film. There's also a desert driving sequence reminiscent of "Mad Max," surreally involving a blow-up Statue of Liberty, and finally all the celebrities are pictured in sequence assuming the pose of Da Vinci's "Vitruvian Man."
Like the two previous Originals spots, the ad was directed by Terence Neale through RSA Films. Although similar in some ways to the previous "My Way" spot, it feels fresh, and if anything, has a slightly more gritty, aggressive vibe than before.
Adidas says the ad is all about proposing "a new definition of original; it's not just about where ideas come from, it's where they are taken to."
"When we released Originals Is Never Finished for the first time we challenged ourselves to redefine what it means to be original," says Alegra O'Hare, VP of Global Communications adidas Originals & Core in a statement. "With the release of chapter three we are putting our words into practice and reinventing our own work. For us to inspire our creative community, we as a brand must to live up to the challenge, and with Originals Is Never Finished we do just that."
"Re-creating one's own work, in a world that constantly strives for newness is a courageous statement," adds Ferdinando Verderi, founding partner and creative director of Johannes Leonardo. "With this film, Originals aims to inspire in a new generation of creators the freedom to not only look at history as a canvas, but to see their own past ideas as a starting point for future ones. "