adidas Originals has managed to take its formula of hipsters/chavs hanging out and looking cool on street corners and in house parties and somehow, against all odds, applied an honest-to-goodness idea to it.
Generation Adi ain't having none of your GMO Crops/Junk food/devastating environment/virtual reality sex/Post Apocalyptic scenarios. Generation Adi is going to create the future. Which is different from writing the future, mind you.
This idea is eons above the You are not a superstar campaign which was just plain stupid. Drawing a lien through a famous person and saying "I'm not a superstar," was intellectually lazy. But this spot actually had something relevant to say. I never thought I would see adidas dip a toe into social commentary.
Don't get me wrong, the math is still the same. Adidas just can't break away from its usual "find cool artists and makers and have them pose like poseurs." In this case the cool people are Luka Sabbat, Kyu Steed, Aleali May, Ikwa Zhao, Reese Cooper, Design Butler, Yuki Matsuda and Iman Shumpert.
And don't get me wrong either, there is something inherently selfish about a group of holier-than-thou kids literally walking past life's problems like they don't give shit or are above it all. Especially when you see them walking through shanty towns in their overpriced shoes and apparel, probably made by people who live in similar shanty towns.
But hey, it's still eons above drawing a line through your face and saying "I'm not really famous and important even though I am," innit?
Also, great music track from Daisy Hamel-Buffa.

CLIENT ADIDAS ORIGINALS General Manager Arthur Hoeld Global Senior Director Brand Communications Alegra O'Hare Global Director of Communications Jenny Pham Director Digital Marketing Mac Russell Senior Manager Communications Edi Borrelli Global Communications Manager Ludovic Schuler VP of Global Design Nic Galway Manager Shoot & Production Justin Townsend AGENCY JOHANNES LEONARDO Chief Creative Officer Jan Jacobs Chief Creative Officer Leo Premutico Creative Director Ferdinando Verderi Creative Director Wesley Phelan Creative Director Matthew Edwards Chief Strategy Officer Andrew Dawson Account Director Sam McCallum Account Director Dom Dalton Account Supervisor Gulru Soylu Head of Production Cedric Gairard Executive Producer Film Justin Lane Executive Producer Print Maria Perez Producer Film Tina Diep Producer Print Adam Gong Senior Designer Elena Miska Designer Michael Riso FILM PRODUCTION COMPANY RSA FILMS Director Terence Neale President / Executive Producer Jules Daly Executive Producer Tracie Norfleet Producer Betsy Blakemore Director of Photography Sebastian Wintero PRODUCTION COMPANY BUDAPEST PIONEER FILMS Executive Producer Melinda Szepesi PRODUCTION COMPANY CAPE TOWN EGG FILMS Executive Producer Rozanne Rocha-Gray Producer Dagny Warmerdam EDITORIAL EXILE Editor Shane Reid Editor Nate Gross Executive Producer Carol Lynne Weaver Senior Producer Melanie Gagliano Producer Viet-An Nguyen Assistant Editor Mari Celeste Garrahan VISUAL EFFECTS MPC VFX Supervisor Rob Walker Head of 3D Vicky Osborn CG Creative Director Rob Petrie Managing Director Justin Brukman Executive Producer Camila De Biaggi Producer Sophie Gibson COLOR COMPANY 3 Colorist Tom Poole Producer Clare Movshon MOTION GRAPHICS ELASTIC Graphics Artist Peter Murphy Executive Producer Jennifer Sofio Hall Producer Catherine Yi MUSIC SQUEAK E CLEAN Composer Justin Hori Vocalist Daisy Hamel-Buffa Executive Producer Carol Dunn Music Producer Chris Shaw SOUND DESIGN Q DEPARTMENT SOUND MIX SONIC UNION Sound Engineer Steve Rosen Sound Engineer Brian Goodheart Executive Producer Justine Cortale Producer Pat Sullivan STYIST CLM Stylist Tom Guinness Assistant Stylist Lotte Elisa Agullo-Collins Assistant Stylist Benjamin Russell