Adidas: Ready to Run

How do we go about re-launching Climacools - pure running shoes - in France to 14-19-year olds, despite the fact that studies show that French teens hate running? By giving them a good reason to run with the Operation “Ready to run.” The concept: each time a teen tries on a pair of Climacools anywhere in France, they have a chance to be chosen to carry out a mission and take part in an extraordinary race in their city. How? Some guys kidnap them in-store, take them into a van, give them earphones and instructions before leaving them to their own devices in the middle of the street, followed by 2 cameras and a drone. They’re given an hour to get to the other side of the city, following athlete Teddy Riner’s (world's judo champion) instructions remotely, taking on a series of challenges that’ll see them immersed in a completely crazy race, during which they’ll interact with adidas stars.

Creative: Sid Lee
Production Company: Astrolab
Director: Julien Rocher
Music: Noisia "ALPHA CENTAURI (EXCISION & DATSIK REMIX)" par NOISIA © 2010 - EMI April Music Inc / Roc Nation Music / The Publishing Designee of Noisia Licensed courtesy of Mau5trap, under exclusive license from Vision Recordings Avec l'autorisation d'EMI Music Publishing France

June 2012


morse's picture
17103 pencils

Very cool. Love the music.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

kleenex's picture
41128 pencils

Well I think it worked.

Nike Diesel's picture
Nike Diesel
13590 pencils

This is really awesome. Sid Lee rocks!

incoming's picture
107 pencils

This is a pretty brilliant ad. I love, and took so much from it.

Glut's picture
3937 pencils

seems fake for me

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