This commercial was published by Adidas on YouTube back in January.
In the first scene we are looking at a kid who is walking in a subway which is looking like an after-apocalypse scene (a burning car and barrels, old tires while motor oil is flowing on the concrete) on his shoes opposites rule: he wears black and white shoes with red and blue small rubber decorations on the side of his sneakers. He avoids a dog and looks at a blag man who is looking really depressed. I am not sure, but maybe this, very first, scene represents today’s oil business and its ruins tomorrow.
After that we see 2 characters walking alone in two tunnels and a group of four walking through a forest in a greenish fog, that fog really looks like the aftermath of a nuclear fallout.
In the next greenhouse scene the characters are walking through a facility which is farming crops using genetical engineering.
Next up we see a drift practice and people walking in a sewer. Maybe one of the most important scenes follows this, 3 overweight guys in mobility scooters and are carrying around their unhealthy food. The two young adults just completely ignores them until they are a bit further away.
After that we see a asian marketplace where people are preparing all sorts of meat for their customers. The mood is very dark, it’s night and everybody is dead silent. It looks like that they are either vegetarian or vegan (I believe the prior is more likely).
The next scene is a brothel/apartment building where all the people are involved in some sort of virtual reality sex using their mobile virtual reality headsets and they completely ignore the world out there.
When we get back to the black guy, who was previously walking to the end of the tunnel into the light, we see that there is a group standing at the end of the tunnel. All of them looks the same, they all lost their identity, we can surely know that by looking at their faces: they are faceless.
Metro where everybody is staring at their phones and other handheld devices.
They guy crosses the faceless athletes (?) while putting up his hood representing that he neither wants trouble nor he wants to get involved in any way with that group.
Selfie sticks, all of the girls are taking selfies (maybe vlogging too) while a girl is making its way through the room. When the camera zooms in and we are able to see the face of the first girl, it quickly moves to the second girl, we are able to clearly see that they are all same, or at least the faces have similar tones and features.
Next up we can clearly see that a group of young adults of all races and characteristics emerge out of everywhere. They cross a bridge and multiple tunnels. Most notably the subway tunnel is one of the highlights here, because here they go to the ‘surface’ or at least they go higher, to a higher place. Few seconds after that they get out of the very last and very thick fog cloud and they make their way into a much more happy and sunny place.
They stand there for a minute to figure out what to do with the world together and after that we are welcomed into a modest and at the very end of a video, white, clean and maybe perfect place.
After watching the video we can conclude that the characters which, according to the lyrics of the song in the background, “never gonna fall in line” are the only moving individuals in all scenes. All the other people which are taking part in today’s trends are either sitting or just standing around doing their things (except for the 3 mobility scooter guys who are actually moving in the video). Another great observation is the fact that in the majority of the scenes these young adults are a minority compared to the wicked people of the world.
The question is given: Why are these young people who go against the world of today wear all Adidas clothes from top to bottom? I believe that it’s not that they are with Adidas, but the other way around: Adidas is With Them.
Why was the video made?
We have seen multiple time in the video that the video picks up the very latest hot topics and it’s nearly mocking those. On the other hand I strongly believe that this video is much more about giving credit and encouragement to those who are “never gonna fall in line” and those who “find their way on their own”.
I strongly and honestly believe, that there are a great number of great and good-willing people at these big corporations, including Adidas. I recon that this is the time when they would like to announce their allegiance to the positive and humanist movement which wants the ethical, moral and emotional improvement and individualist empowerment of individuals regardless of color, race or religion. This a counter-culture, the real culture.