A new ad from Adidas Originals, launched in early February, promoted the brand’s ‘Superstan’ sneaker by combining two sporting icons – Super Star kicks and Stan Smith himself.
The trainer mashup of the classic Stan Smith shoes and the heritage Superstar sneaker is promoted through a spearhead spot sees the two-time Grand Slam singles champion Smith himself keen to make sure the viewer knows that he is more than just a shoe.
The ad, which was shot on location at Smith’s home in Hilton Head (South Carolina), sees a laid-back, modest Smith not just launch the new shoe, but also offer a few words for those who may only know him for his collaboration with Adidas.
“Unless you’re a historian, you wouldn’t necessarily be up to date on my career,” quips Smith in the spot. “When people do meet me sometimes they’ll say: Well… there’s a shoe named Stan Smith. I said yes that’s true, that’s my shoe.”
A split screen technique contrasts Smith’s life (complete with green track suit, pool and tennis trophies) with other scenarios such as an urban basketball player and radio to highlight the heritage of Superstar.
The comic creative approaches blends comedy and storytelling and clever split screen work to drive home the message about the product mash-up and the two sides of Smith’s career.
It also combines Smith’s strand filmed on 16mm with the Superstar footage shot on digital and blends film and stills to offer contrasting textures.
The new shoe itself blends the famous ‘bell toe’ signature of the Superstar and the classic Stan Smith silhouette and colourway to form a new style (for a new generation).
The campaign for Adidas Originals was created by agency HYPEMAKER and produced by RSA Films.
The combined team included Director Marie Schuller, Executive Producers Molly Bohas, Paul Kawasaki and Martin Roker, Managing Director David Mitchell, Producers Stacey LaMotte and Nancy Ryan, Copywriter Mary Logue, DP Marz Miller, 1ST AD Sam Smith, Production Designer Benny Casey, Editor Marie Schuller and Music Supervisor Marie Schuller.
Post production was handled by Unit, with colourist Denny Cooper, sound designer and mixer Chris Southwell, online handled by Scott Ryan and producer Jake Saunders.
Comment:
This tongue-in-cheek, comic, story-telling spot promotes the shoe and also touches upon Smith’s career and legacy and also what it’s like being better known for footwear than for tennis.
Its stylish approach blends Smith’s relaxed, gentlemanly character with brisker, sharper graphics and juxtaposes contemporary culture and adidas heritage.
Links:
Adidas Originals
https://www.adidas.com/originals
https://www.youtube.com/user/adidasoriginals
https://soundcloud.com/adidasoriginals
https://twitter.com/adidasoriginals
https://www.instagram.com/adidasoriginals
HYPEMAKER
RSA Films
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