An animated ad announces Donald Glover as the latest Adidas originals brand ambassador and brand creator.
Rolling out from 6 September, Glover (ka Childish Gambino) has created a cartoon commercial that is something of a follow-up film to his previous ‘Feels Like Summer’ video.
The new Adidas Originals ad essentially picks up where that music video finished – with Glover walking into his house: once inside, he removes his shoes, opens up an Adidas box and laces up a new pair of trainers (looking carefully at the camera as a clock steadily ticks).
The ad animation was from the duo Ivan Dixon and Greg Sharp, it was penned by Fam Rothstein and directed by Glover.
The accompanying campaign press release states that the Adidas Originals/Donald Glover partnership will be ‘built on a foundation of mutual creative respect’ and will ‘look beyond the confines of traditional collaborations, allowing the partnership to be inspired by limitless creativity’ and will include ‘creative projects, footwear and apparel’.
“I believe it’s important not to feel like ideas are bound by specific guidelines and Adidas Originals has given me the opportunity to create on my own terms. I’m looking forward to seeing what that leads to,” commented Glover.
Comment:
Glover, better known as an actor (and a singer), has been in demand ever since his much discussed and somewhat controversial ‘This is America’ short film aired earlier this summer.
His fresh work for the Originals brand extension follows on from the 2017’s award winning ‘Originals Is Never Finished’ brand work (see case study one and case study two).
Links:
Adidas Originals
https://www.adidas.co.uk/originals
https://www.youtube.com/user/adidasoriginals
https://soundcloud.com/adidasoriginals
https://twitter.com/adidasoriginals
https://www.facebook.com/adidasOriginals
https://www.instagram.com/adidasoriginals/?hl=en
