"Nitrocharge"

28 May 2013

60s

On the edge

An array of disconnected images have been welded together to brilliant effect in this spectacular ad for the German sportswear giant. Don't try to seek meaning in any of it, just let the images rush over you like the crazy sped-up montage it is, and - if you're among the target market - the idea will permeate that Adidas has the coolest gear around.

Director Tristan Patterson and editor Charlie Harvey's achievement here is to explore the fine line that lies between an incoherent compilation and a fascinating medley of images. We're sure that not everyone will feel they've stayed the right side of the line but we suspect the market they're aiming for will be absolutely captivated by it.

Adidas have stolen well ahead of Nike in recent years, and watching this, it feels as though the American brand has a lot of catching up to do.

UK

Sportswear