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Adidas: Our Everything

A short film following the culture of amateur wrestling.

Advertising Agency: Crown Chimp Productions, Tucson, AZ, USA
Creative Director: Nickolas Duarte
Production Designer: Adam Ray
Editor: Matthew King
Production Coordinator: Rosie Zwaduk
Co-Writer: Drew Grubich
Make Up Artist: Margarita Potts
Sound: Jim Waters
Music: Tom Bailey
Published: September 2010

13 comments

CuriousPencil's picture
CuriousPencil
4227 pencils

Sat through the entire thing without a single clue what it was about. "Adidas wrestling" spoken at the end and a throwaway 'This is our everything': well no, it's not. Adidas does other equipment, other ads, and most likely from now, other wastes of time like this. If this was on youtube without the Adidas name nobody would watch past the first 10 seconds. It's dross.

Guest's picture
Guest

Very heartful.

byzade's picture
byzade
131 pencils

bad ... !

Guest's picture
Guest

Too long.. much build-up. I almost lost interest half way. Adidas is about more than just this.

Guest's picture
Guest

If this was about Football or Soccer or another mainstream sport you are invested in then you would be hailing it as emotive and grand. Don't be hating just because you don't like/care for wrestling.

CuriousPencil's picture
CuriousPencil
4227 pencils

The ineffectiveness of the ad has nothing to do with the sport involved. If they'd used the same execution for any sport it would fail on the same grounds.

A. Ismail's picture
A. Ismail
26 pencils

Alright, it's a short film about the culture of wrestling (thanks for the explanation) and for the brand, but all I'm getting is a "so what." As an advert, it wasn't appealing at all, and with no other redeeming qualities, it was simply forgetable.

Guest's picture
Guest

I don't think the "This is our everything" is literally saying this is adidas' everything. I'm sure it's from someone else's point of view- like the POV of a wrestler, perhaps? As an advert, and as an all-american in the sport, I think they nailed it. Sure it's not perfect and it is a little long but a piece like this is a huuuggge step for the sport of wrestling's image.

CuriousPencil's picture
CuriousPencil
4227 pencils

I'm still going to have to blame the messenger. If "This is our everything" is the wrestlers' POV then that could be made so, *so* many times clearer. Linking that with the people involved, from their mouths, then fine. But as I read it, Adidas were speaking when that message was relayed. An edit could save it but as it stands, I don't see that it works.

L_Ferguson's picture
L_Ferguson
3 pencils

It's truly fascinating to see advertising moving in this direction. When you have a sport as unknown and unpopular as wrestling that takes risks like this, that strives for excellence (and in my opinion delivers on that), it can only say great things about the movement. I believe the spot did a wonderful job in creating a connection and conveying a message.

Guest's picture
Guest

Very well done. Agree with Ferguson about the trend in advertising. I'd like to see more of this type of piece; a more mainstream sport would be interesting, as there is a much grander scale when involving the fan elements.

Guest's picture
Guest

I nearly cried it brought back so many great memories of when our son wrestled. All I can say is--if you don't "get it" then you don't "Get Wrestling"... It's not a team sport, there's nobody counting on you--it all comes from inside. The red-headed step-child of sports, however it takes more guts and raw verve to do than anything else I've seen. I applaud this commercial! THEY "get it".

Guest's picture
Guest

Hmm, I think the target audience here is pretty clear. Why the outcry? Good stuff.

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