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

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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.