Adidas Says "Hello Future!" In A New Adidas Ad Campaign 1

Adidas Says "Hello Future!" In A New Adidas Ad Campaign 1
Adidas Says "Hello Future!" In A New Adidas Ad Campaign 1

Video: Adidas Says "Hello Future!" In A New Adidas Ad Campaign 1

Video: Adidas Says "Hello Future!" In A New Adidas Ad Campaign 1
Video: 2014 FIFA World Cup Brasil Commercial by Visa - Usain Bolt Jamaica to Brazil 2023, October
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Herzogenourach, Germany / Amsterdam - adidas launches a new global ad campaign for adidas 1 sneakers, the world's first shoe with intelligence. Developed by 180 / TBWSan Francisco (TBWACHIATDAY San Francisco), the campaign is based on a new TV commercial called "Hello Future!" It was directed by Spike Jonze and composed by Squeak E. Clean with Karen O of Yeah Yeah Yeahs. "Hello, future!" In the first frame of the video, the face of a young man who has just woken up appears. He lies in the dark, as if the world around did not exist. As he sits down, a pair of sneakers appears on the screen, which they themselves put on his feet. The laces magically tie themselves, and the sneakers light up to let everyone know they are on their feet.

With the first careful step under his feet, part of the floor is illuminated; in the next step, even more of the floor. Thus, with every step he takes, he opens up the world around him. This is how the door appears. The shot goes out of the room, and only the doorway, floating in the dark, is visible on the screen. And again the face of the young man returns, he smiles, takes a step back into the room and decides to test the sneakers: he scatters with all his might and jumps into the darkness.

Having landed, he continues to run and at the same time discover the world around him. With every step, the landscape along which he runs changes: from city streets to forests, parks and familiar streets. It is his steps that create new species. He lies down on the sidewalk and lifts his legs up - now a new world appears above him. At the end, the young man goes to bed, and a close-up view of adidas 1 sneakers and the caption “World's First Smart Sneakers” are shown. The video ends with the slogan “IMPOSSIBLE POSSIBLE”.

“Adidas 1 is the real embodiment of our company's motto, Impossible is Possible,” said Uli Becker, Head of Global Communications at adidas. “Since smart shoe technology has become a real breakthrough in sports shoes, we aimed to create an advertising campaign that was unique and unexpected at the same time. The video demonstrates that a whole new world will open up for you with adidas 1 sneakers.”

“When creating an advertisement for“Hello, Future!” we tried not only to show adidas 1 sneakers, but also that every step taken is different from the last,”says Chuck McBride, Creative Director for TBWAChiatDay North America.

In support of the campaign, posters for outdoor advertising, POS materials, and a PR campaign were developed. On the web page (www.adidas-1.com), the user can personally observe how the world around him is changing, just by moving the mouse across the screen.

adidas 1 Work on the sneaker began in 2001 and was carried out in complete secrecy. adidas 1 is the first in its field: the shoe adjusts the level of cushioning of the sole, determining the degree of deformation with each step. These are truly the most progressive sneakers in the world. A sensor located under the runner's heel measures the distance from the top of the sole to the bottom, where a small magnet is located. The sensor makes more than 1000 measurements per second with an accuracy of 0.1 mm. All data is transferred to a microprocessor capable of performing 5 million calculations per second. And by means of a mechanical drive that produces 6,000 revolutions per second - higher than the rotation speed of the helicopter blades - the required level of damping is adjusted.

The sneakers will retail in March for $ 320.

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