January 25th, 2012
Any athlete will tell you that it takes a collective effort to win, plain and simple. This is especially well documented in a new spot by Adidas showcasing the new Adizero running/training show. Let’s just say in a very clever and compelling manner they speak to the performance end benefit of a shoe while emphasizing the importance of team from player to coach to marching band, mascot and fans. So much for all for one and one for all when it comes to training – this is a team effort. See for yourself.
(Courtsey of Creativity-Online)
Now what is so brilliant about this approach is not how it’s shot at dusk into night with almost an initial Halloween like eeriness – are they running from something? No, it’s how once they grab your attention, which they do in the first frame with the sole drummer of a high school marching band, all the way through, weaving a story that cannot really be sorted out until the climatic payoff at the end – a state championship – the pinnacle of high school sports. And most importantly, especially for impressionable teens, the importance of and joy found in being a part of a team, any part of a team. The shoe is revealed in a dangling (like the spot) sequence/frame followed by the Tagline - Adidas is all in. Running while deemed a solitary sport or endeavor does not need to be and even if it is you will alway feel like you’ve got the team behind you – a team that through hard work is destined to win. Hell I’m all in too.