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Slugs

headlinecnen
More power to you
basics
Industry: Apparel, Clothing & Footwear
Media:TV & Cinema
Published:Jul. 15, 2002
Market:United States
Language:English
Style: Minimalism
descriptioncnen
As the spot opens, we see the surprised faces of people reacting to a pair of a3® Cushion shoes that seemingly run by themselves. At first the shoes act together, as if an invisible man is doing his afternoon workout. But as the shoes go further, we see that they are not attached to a body --at least, not a human body --acting independently by running under a truck and jumping through a tire. Finally, one of the shoes is knocked over by a shopkeeper sweeping the sidewalk, and the mystery is revealed: two breathless slugs crawl out from the shoes, exchange knowing looks, then continue their run.

This ad was made in collaboration with 180, Amsterdam.

Context


How to launch adidas' new benchmark technology, a3®, and communicate in a fun, fresh way that the a3 technology can provide more power to athletes.

Philosophy/Solution


While no shoe can do your running for you, the right technology canmake the sport more fun. That's the idea behind the new adidas television commercial featuring a3® Cushion shoes. The a3 technology cushions, guides and drives, meaning you get more comfort, more performance, and, as the message of the ad says, "more power to you."
credit
Brand:
Agency:
Creative Director:
Art Director:
Director:
awards
Cannes Lions International Festival of Creativity 2003
Shortlist
Clothing & Footwear
Clio Awards 2003
Silver
Technique: Visual Effects
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