To describe London as a character may be trite, but it works for this classy New Balance commercial from director Dean George. Born to Ugandan parents in Canning Town, mononymous artist, writer, and producer Tendai draws inspiration and energy from the city ("I pull from the road signs and I pull from blocks of flats"), so there's never a wasted trip out.
Even the way Tendai stops to read a leaf-fall timetable sign at his local train station speaks volumes about the man. He leans into hometown pride, as well as his links to the Ugandan diaspora. The way he talks makes you want to walk in his shoes—though the brand would prefer that you bought your own and help their bottom line!
Shot in: Canning Town, London
Product Category: Sportswear