Adidas Says Hello Tomorrow
The Adidas ‘Hello Tomorrow’ TV ad is still resonating around the world after its launch in 2005. The ad was designed to provide an experience to associate with the newly developed Adidas_1 intelligent shoe, a running shoe with automatic adjustment using sensors. The ‘experience’ includes a visual effects-laden dream sequence supported by a haunting soundtrack sung by Karen O of the Yeah Yeah Yeahs.
The spot begins with the actor, David Douglas, waking up to find himself lying on his bed in an undefined space. His Adidas shoes float towards and onto his feet, the laces tying up automatically. The actor walks through the darkness, his way lit by automatic lighting. As he reaches a door, paper tumbles out – indicating a sense of height. Douglas leaps through the door, landing on a quiet city street. He runs down the centre line of the road, followed closely by what appears to be a tram. He leaps down into a new environment – a forest inhabited by a frothy mouthed bear.
Douglas plunges through into a new world – a suburban park. He lies down and puts his shoes into the air above him. A whole new running surface emerges. He navigates his way between the two pavements, finally breaking through into his own bedroom where he tumbles back into his bed to sleep.
The super: “Wold’s First Intelligent Shoe. Impossible is Nothing.”
Credits
The Adidas Hello Tomorrow campaign was developed at TBWA Chiat Day, San Francisco by executive creative driectors Lee Clow and Chuck McBride, creative director and art director Joe Kayser, executive producer Jennifer Golub, with account handler Doug Sweeny, planner Josh Mandel and business manager Julie Blanc.
The Adidas Hello Tomorrow TV ad was directed by Spike Jonze at MJZ Los Angeles with director of photography Ellen Kuras and executive producer Vincent Landay.
Editing was done by Haines Hall at Spot Welders, Los Angeles.
Visual effects were supervised by Ben Gibbs at Sea Level, Venice, California, who host Hello Tomorrow as an 11 mb quicktime video.
Telecine was done by Stefan Sonnenfeld at Company 3, Santa Monica.
Lyrics of the song, composed by Squeak E. Clean (Sam Spiegal), are sung by Karen O and are available in an extended form on a single on iTunes.
Karen O. & Squeak E. Clean at iTunes
Whenever I wake up
Try and take the shape off
Turn into the whole wide world I made up
Off!
The lights are golden, off!
Go where the lights turn dark
Go where the lights turn dark
The lights were golden, off!
Whenever I wake up
Try and take the shape off
Turn into the whole wide world I made up
Squeak E. Clean hosts Hello Tomorrow as 10.75 mb mpg video.
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hi, i need some advertising help…
do you know any book i could reach in internet and read about efectiveness or influence of music in Tv ad´s???
Thanks a lot,