Frank Sinatra's "My Way" (coincidentally the same song President Trump used in his inauguration) is the soundtrack for adidas Originals most conceptual ad yet, part three in the series called "Original is never finished." Starring, James Harden, 21 Savage, Young Thug, Playboi Carti and Kendall Jenner. This is a remix of their other two chapters such as this one which is a cool idea. if you've seen the other two you'll get a kick out of it. If you haven't you might not be able to connect the dots as easily but you'll still get the message with some nods to iconic fine art work including Botticelli and Da Vinci's Virtruvian man: Originality, like art, is constantly involving and constantly being inspired by other things.

Despite the high budget Luc Besson film-meets-modern art museum vibe it's still an adidas Originals spot. Even if it's Kendall in an incubator. or go-karting around a half-buried Statue of Liberty (if that's an environmental disaster nod, wouldn't she be in the water?) or riding tiny cars in a parking lot, all the camera glitches and tricks and exotic locales can't hide the fact it's adidas-sponsored celebrities doing "cool shit," which has been their MO for as long as
I can remember. But wow, what a budget this must have had.

Adidas has been on a huge uptick lately, with sales that grew 31% in the first quarter of the year. Obviously this has as much to do with their celeb endorsers and influencers getting the word out, if not their products, too, which including getting them to market faster. adidas also says its listening to the consumer and what they actually want, too. But while adidas has always been an aspirational brand, especially with their Originals line, they've always been an inclusive brand. The mantra was always "Nike is Me, adidas is We." Lately, this has changed at least I think so. Consider Your Future is not Mine. or I am not a superstar. And now this campaign, "My Way."

I guess adidas realized its customers (millennials, who else) resonate with a more me-focused message. Fair enough, if that's what moves product. It's just interesting to note that way back in the Sid Lee days of 2008, their House Party spot had everyone gathered in a room together, whereas cinematically there are a lot of scenes in this spot featuring adi-superstars on their own. Interesting evolution indeed.
I just wish we would stop trying to making Kendall Jenner a thing. The Pepsi ad should have been enough.

CLIENT ADIDAS ORIGINALS
Global VP of Brand Communications Alegra O'Hare
Global Director of Communications & Brand Marketing Jenny Pham
Senior Manager Communications Edi Borrelli
Senior Director, Global Brand Marketing Operations & Creative Shoot Production John van Tuyll
Shoot and Production Manager Justin Townsend
AGENCY JOHANNES LEONARDO
Chief Creative Officer Jan Jacobs
Chief Creative Officer Leo Premutico
Creative Director, Partner Ferdinando Verderi
Creative Director Wesley Phelan
Creative Director Matthew Edwards
Copywriter Jeph Burton
Art Director Hunter Hampton
Head of Integrated Production Dana May
Executive Producer Maria Perez
Senior Producer (Film) Tina Diep
Producer (Print) Adam Gong
Associate Producer (Film) Alexandra Olivo
Group Account Director Sam McCallum
Account Director Dominique Dalton
Account Supervisor Gulru Soylu
Account Supervisor Kat Pryor
Account Executive Adriana Mariella
Head of Strategy Mark Aronson
Strategist Miné Cakmak
Director of Business Affairs Marta Stajek
Senior Business Affairs Manager Ann Marie Turbitt
FILM PRODUCTION COMPANY RSA FILMS
Director Terence Neale
Director of Photography Alexis Zabe
Stylist Richard De Jager
Stylist Gabby De Gersigny
Executive Producer Jules Daly
Executive Producer Paul Kawasaki
Producer Julie Sawyer
Producer Rozanne Rocha-Gray
PRODUCTION COMPANY CAPE TOWN EGG FILMS
Executive Producer Colin Howard
Producer Rozanne Rocha-Gray
EDITORIAL EXILE
Editor Robert Lopuski
Editor Christopher Fetsch
Executive Producer Sasha Hirschfeld
Senior Producer Vietan Nguyen
Senior Producer Evyn Bruce
VISUAL EFFECTS BLACKSMITH
VFX Supervisor / 2D Lead Artist Iwan Zwarts
VFX Supervisor Adrian Hurley
2D Artist Jacob Slutsky
2D Artist Caio Sorrentino
2D Artist Jay Lee
3D Lead Artist Tom Bussell
3D Artist Tuna Unalan
3D Artist Michael Dunkley
Rotoscoping Trace VFX
Tracking QL Beans
Executive Producer Charlotte Arnold
Producer Megan Sweet
Producer Alexa Mauro
ILLUSTRATIONS / ARTWORK NOT TO SCALE
MUSIC - LICENSED TRACK MY WAY
Writer Claude Francois
Writer Jacques Revaux
Writer Gilles Thibaut
Writer Paul Anka
Publisher BMG
Publisher Songs
Master Frank Sinatra
Universal Music Enterprise
MUSIC SUPERVISION
adidas Global Music Manager Daniel Cross
MUSIC - REMIX HUMAN
Creative Lead / Music Director Morgan Visconti
Creative Lead / Sound Design Michael Jurasits
Executive Producer James Dean Wells
Composer / Arranger James Leibow
Composer / Arranger Morgan Visconti
Composer / Arranger Gareth Williams
SOUND DESIGN & SOUND MIX SONIC UNION
Sound Engineer / Sound Design Steve Rosen
Executive Producer Justine Cortale
Producer Patrick Sullivan
Assistant Sound Engineer Ben Conlon
Assistant Sound Engineer Erik Schmall
Photgrapher Oliver Hadlee Pearch
Photgrapher's Agent Jackie Chachoua
Production CLM
Production RSA
Post-Production/Retouching D-Factory

SOCIAL and PR Credits
D-Factory
SOCIAL AGENCY THE 88
Chief Creative Officer Harry Bee
Brand Director Sean Benz
Head of Production Adam Copeland
Senior Producer TJ Docena
Senior Account Manager Tyler Murphy
FILM PRODUCTION COMPANY RSA FILMS
Director Terence Neale
Executive Producer Jules Daly
Executive Producer Paul Kawasaki
Producer Julie Sawyer
Producer Rozanne Rocha-Gray
Director of Photography Alexis Zabe
SOCIAL & PR PHOTOGRAPHY
Photographer Atiba Jefferson
SOCIAL & PR VIDEOGRAPHY
DP Eric Longden
3D SCANS SCANABLE
EDITORIAL EXILE
Editor Christopher Fetsch
Executive Producer Sasha Hirschfeld
Senior Producer Vietan Nguyen
Senior Producer Evyn Bruce
SOCIAL EDITORIAL & COLOR
Social Editor & Color Stephen Mlinarcik
Social Mixing & Sound Design Yessian / Vinyl Mix
SOCIAL & PR RETOUCH DIPPIN' SAUCE
Dippin Sauce Kenan Ali Atmaca
SOCIAL SOUND MIXING & DESIGN VINYLMIX
VinylMix Senior Producer Emily Smith
VinylMix Sound Engineer & Designer Weston Fonger

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about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.

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