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Adidas: Winning is Easy

DP: Nick Montalvo
Steadycam Op: Mickey Micklos
Editor: Aristani Alvarez
Casting: Kristian Sorge
Makeup: Shane McGowin
PA: Blake Cortes
Older Son: Josh Collins
Younger Son: Jake Schwartz
Mother: Elly-Anne Ehrman
Father: Henry Packer

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33 comments

abake's picture
abake
1256 pencils

Whoa.
Wait. Are we seriously using child abuse to sell running shoes?
Is there something I'm missing here?

leblonde's picture
leblonde
412 pencils

For me it's very very inapropiate! Adidas can save a child!?

It's for me an injure! I don't like this!

iamnosaj's picture
iamnosaj
10 pencils

Then you don't get it.

Imagine it as a short film about overcoming life's obstacles. Adidas just happens to fit into that story. For some people winning is the easiest thing they have
ever had to do.

iamnosaj's picture
iamnosaj
10 pencils

SN: This was also listed in SHOOT magazine "As the best work you may never see"
It is not promoting abuse to sell shoes by a long shot

Rotzgoht's picture
Rotzgoht
186 pencils

In the states, a new case of child abuse is reported every ten seconds. It doesn't matter what you say, you will not be there when people see the ad to convince them otherwise. They will see the abusive father, and make their own connections. An easily avoided negative that was not avoided. Why take that risk?

leblonde's picture
leblonde
412 pencils

With new shoes, you can save your life!
It's and AD or a short film.
If it's a short film, no logo in this.

iamnosaj's picture
iamnosaj
10 pencils

long form commercials have been around for a long time

Rotzgoht's picture
Rotzgoht
186 pencils

Yes, it's a pretty film. But the only company that would want any part of this is probably a social service.

leblonde's picture
leblonde
412 pencils

and if it's an Ad it's very inapropriate.

abake's picture
abake
1256 pencils

Nah, sorry, I don't buy it iamnosaj.
If it's a short film then call it a short film and don't make such crappy product placement (which make sit a fail as a short film anyway IMHO), and don't post it in an advertising forum/site.

iamnosaj's picture
iamnosaj
10 pencils

it is polarizing. You either love it or hate it. It inspires some and others don't get it. But you are talking, maybe that's the point

Rotzgoht's picture
Rotzgoht
186 pencils

Uhm, ads can be artistic, but they are not art. They are business solutions to sell products. Couldn't he have been running away from something else, like poverty, or a rowdy group of boys, or anything? For those who have been abused, this is a very painful connection. And they probably do not appreciate the reminder from Adidas. For a lot of people who "don't get it" those are consumers, they have to get it for you to sell.

Vingy's picture
Vingy
474 pencils

wooow this is soooooooooo boring. i'm going for Nike from now on

ErikV's picture
ErikV
352 pencils

No!!!

I can't believe this! like Vingy i'm going for nike!!!!

morse's picture
morse
15910 pencils

No way this is real. A child beater Adidas ad???

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

jamesnolan's picture
jamesnolan
3 pencils

It's all implied. No body actually hits anybody. I find it powerful

ErikV's picture
ErikV
352 pencils

jamesnolan create new accound, if you want to defend your film.

But you can't change this:
Using the misery for a commercial film, it's not appropieated.
I think that Adidas have not buy this.

Edoz's picture
Edoz
252 pencils

100% compliance with the texture of the majority of U.S. film, a catch on the other hand I do not see the connection between adidas and history, btw I like it.

lucie123's picture
lucie123
604 pencils

i don't like this . It's soooooooo Boring!!!!!

Rotzgoht's picture
Rotzgoht
186 pencils

It's pretty. But the message is diluted by the bizarre choice of obstacle/inspiration/motivation. My goodness, at least the mom proves she's sorry for years of enabling/ignoring by buying the boy shoes.

CriticalVoice's picture
CriticalVoice
165 pencils

The video remains in memory. It is highly charged with emotions, A courageous background as a history. And a good message. But: the subject with the bloody feet in Adidas shoes is not a good symbol. The solution of the conflict is not reached (the father is waiting at home still) and the word "Celebrate" could have been left out - if there already is no language in the video, then, ideally, no text. Perhaps the reference to a campaign against domestic violence?

Rotzgoht's picture
Rotzgoht
186 pencils

If it was framed as an Adidas campaign against domestic violence, I think you are right, it could've been awesome. And much less contentious.

kleenex's picture
kleenex
28640 pencils

Powerful ad, but I do not think this is the best way to sell a sneaker.

Tommy G.'s picture
Tommy G.
897 pencils

Nothing wong with this ad. They just try (too) hard to inspire people. But hey this is advertising, right?

lucie123's picture
lucie123
604 pencils

It's not an AD. 3 minutes! ok!
It's a film for a realisator,
he would like a job ok.
He must making a short film with no brief.
Adidas have not buy this AD! ok!?

For bussiness you use the misery! It's not a good choice for me. I'm choked by this.
Make an another Ad with violence against woman? animal?

Ensamblador's picture
Ensamblador
237 pencils

This is completely out of focus. It has a very cheap melodramatic aproach. If you want to use such a delicate issue to sell your brand you need to be extremely careful and here they ar not. The role of the mother tolerating child abuse is totally inadmissible, but the fact that she inside the fiction, or the brand in the commercial, seems to be solving the problem with a pair of shoes is even worst. This idea is wrong for two reasons: not good for the brand, and not good for child abuse.
Direction is not good either.

jjf's picture
jjf
262 pencils

I have mixed feelings on this one but it seems falling to the 'bad' side :s

kropka.b's picture
kropka.b
14 pencils

No. It's wrong. Reference to abuse, especially to child abuse, will always stir up emotions. But it's not excuse for using it in ad.
"With our trainers you'll run from your alcoholic dad" - whoa that stinks

vurtomatic's picture
vurtomatic
364 pencils

Hmmm nobody thinks the music in this sounds like Inception's soundtrack?

Boxey's picture
Boxey
8885 pencils

great.

SuperPolle's picture
SuperPolle
147 pencils

As a short film this is OK but it has absolutely nothing to do with advertising. And surely adidas haven't approved it?

mattndan's picture
mattndan
953 pencils

A side note, but how are the shoes he found as a young boy still fitting him when he's a teenager...

pedro.martoli's picture
pedro.martoli
34 pencils

Definately it´s not the usual way of Adidas to make Ads. I agree with other coments that the video is a little bit long, and sometimes it look like boring.
They choosed a very polemic theme and i don´t think so if it was the better way to sell running shoes.

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