Shot by 'Being John Malkovich' director Spike Jonze and free of any star athletes, this new Adidas spot is pushing what is dubbed the "world's first computerised smart shoe", the new Adidas 1, which comes with a chip and a hefty $250 price tag. In a dream-like sequence, we see a young man get out of bed and his feet slip automatically into his trainers, which tie themselves up in the darkness, then light up new worlds for him with every step.
Nice soundtrack featuring featuring Karen O of the Yeah Yeah Yeahs.
Agency: TBWA\Chiat\Day, San Francisco
Executive creative directors: Lee Clow and Chuck McBride
Creative director: Joe Kayser
Art director: Joe Kayser
Copywriter: Chuck McBride
Director: Spike Jonze
Production company: MJZ-Los Angeles