"Watch Where We're Going"

28 May 2024

60s

100% committed.

In just 60 seconds, this fantastic commercial directed by Vellas and produced by 100% (the Dutch film production company formerly known as Halal) turns a tiresome question frequently faced by Black people on its head. In an intense and earnest montage, athletes heading for this summer's Olympic Games talk about where they come from in an abstract sequence of descriptions of the training they have done, and the commitment they have shown.

Then they make the point that it is more important to ask where they are going than where they have come from. It's an immensely powerful statement, made all the more so by the inclusion of shots reminding us that some of the most celebrated athletes in Western countries arrived as refugees. It's important to state that individuals shouldn't have to do perform brilliantly in the sports arena to be accepted by their new compatriots. Nonetheless, such successes can draw attention to the truth that immigration is, on balance, a massive force for good.

Global

Sportswear