So first of all, I gotta say that this is one of the rare sports ads that got etched in my memory, apart from the classic “Just Do It” ads from Nike.
What can I say? I grew up with Nike.
But this does not reduce the spotlight on Adidas and this great ad.
Before we continue, I figured out that you actually need to watch the ad, so you can get what I am talking about. So I will attach it to you under this line.
Okay, we are back.
So why do I and many other comments under this ad think that this is going to be one of those Hall of Fame, referenced sport ads in 10 years' time?
First of all, the footage.
I don’t know how to explain it, but if you look at it long enough, it kind of gives you that vibe of old sport ads from the 90s. The shots, the scenery, the quality of the footage, the font, it really resembles some sort of nostalgic feeling, as if you are looking at an MJ commercial.
And no, this does not have any correlation with the fact that Anthony looks scarily like MJ. 🤔
Then we have the pacing.
You notice how there are fast jump cuts between shots?
It's no secret that we live in a time where short videos have taken over, and that most people have short attention spans for virtually anything.
Adidas masterfully took advantage of this. They made a 1-minute video ad with many jump cuts to keep viewers engaged enough to reach a selling point.
But what about the content of the ad?
Oh boy, there is a lot to unpack here.
First of all, the ego on one side, with humility on the other side.
The line where he says, “Your favorite hooper’s favorite hooper.” - 😮💨
Alongside lines such as:
- It don’t matter who’s on the floor.
- I’m the number one option.
Perfectly positions Anthony as the guy to beat. The main character.
Generations that watch this today? They want to be him, they want to see that. Amazing.
But when he says that the Celtics earned the chip? And that the East is tough?
Perfectly positions Anthony as a humble, great competitor who recognizes others' game.
What about the questions he is asked during the interview?
- Are the AE1s the best shoes in the game?
- Did the Celtics have an easy route to the ring?
- Are you worried about someone taking your place in the league?
- You think 2K will ever get your face right? 😂
- You weren’t in the MVP chatter last year. Does that bother you?
These are all the questions that people want to know. They want to ask him these things in real life.
This is what makes Anthony a relatable guy. He shows that he is just a regular dude. Someone you can play a pickup game with if you find him on the local court. He is one of the homies.
Can’t forget ‘bout the slang
This one is really important. It’s what makes Anthony unique. Slang and spelling such as:
- It's belee dat.
- It don’t matter who’s on the floor.
- Sup' wit it?
It is his true self in the ad. No corporate or professional restrictions. Complete freedom in the display.
Anything missing?
If you ask me, this is a masterfully done ad. I would give it a 9/10.
But what could have gotten it that 1?
Well, and this is my personal opinion, and I would love to hear yours too.
I think the ad should've ended with the lie detector drawing out his or Adidas' logo, instead of just inserting it as a plain logo.
To me, that would be peak creativity and would seal the deal.
But nonetheless, this ad is definitely going into the Hall of Fame in the not-so-distant future.
Conclusion
This is an amazing advertisement with an even better message for today's gen of consumers.
And that is:
You wear AE1s, and you become a standout main character in a movie. You're a tough competitor who knows what he wants. But, you also have a humble side and just want to be one of the homies.
Bravo, Adidas, you nailed it with this one. ☄️
That would be it for today, folks. Hope you liked this one. Please feel free to reply to this email and leave your comments, reviews, roasts, or nice words. These will help me improve the quality of this newsletter so it only brings massive value to you.
Until further notice,
The Unfiltrd Writer
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