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abake's picture

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

abake
Activity Score 1262
RMG Connect Colombia
leblonde's picture

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

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

leblonde
Activity Score 412
iamnosaj's picture

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
Activity Score 10
iamnosaj's picture

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

iamnosaj
Activity Score 10
Rotzgoht's picture

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?

Rotzgoht
Activity Score 186
leblonde's picture

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.

leblonde
Activity Score 412
iamnosaj's picture

long form commercials have been around for a long time

iamnosaj
Activity Score 10
Rotzgoht's picture

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

Rotzgoht
Activity Score 186
leblonde's picture

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

leblonde
Activity Score 412
abake's picture

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.

abake
Activity Score 1262
RMG Connect Colombia
iamnosaj's picture

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

iamnosaj
Activity Score 10
Rotzgoht's picture

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.

Rotzgoht
Activity Score 186
Vingy's picture

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

Vingy
Activity Score 474
Copywriter at Advance
ErikV's picture

No!!!

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

ErikV
Activity Score 354
morse's picture

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

morse
Activity Score 18024
Art Director |

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

jamesnolan's picture

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

jamesnolan
Activity Score 3
ErikV's picture

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.

ErikV
Activity Score 354
Edoz's picture

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.

Edoz
Activity Score 271
Creative Director at LeMineVaganti
lucie123's picture

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

lucie123
Activity Score 604
Rotzgoht's picture

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.

Rotzgoht
Activity Score 186
CriticalVoice's picture

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?

CriticalVoice
Activity Score 165
Rotzgoht's picture

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.

Rotzgoht
Activity Score 186
kleenex's picture

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

kleenex
Activity Score 51110
Web Designer/Developer
Tommy G.'s picture

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

Tommy G.
Activity Score 897
Graphic Designer at Job seeking
lucie123's picture

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?

lucie123
Activity Score 604
Ensamblador's picture

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.

Ensamblador
Activity Score 239
Creative Director at OMM ensamblaideas
jjf's picture

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

jjf
Activity Score 260
Copywriter at LINs Advertising & Marketing
kropka.b's picture

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

kropka.b
Activity Score 14
Graphic Designer
vurtomatic's picture

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

vurtomatic
Activity Score 364
Boxey's picture

great.

Boxey
Activity Score 8879
Melaleuca In-House
SuperPolle's picture

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

SuperPolle
Activity Score 155
mattndan's picture

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

mattndan
Activity Score 953
pedro.martoli's picture

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.

pedro.martoli
Activity Score 34
Art Director at Miami Ad School São Paulo / Brasil
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