The Street Where Originality lives: Adidas Commercial

http://www.youtube.com/watch?v=yNOA3Veod8s

Predominantly most people you ask in today's society about which shoe is the most popular will say Adidas, Adidas has been around since the early twentieth century and has provided various people in various walks of life with the footwear they "need." Originally starting as a sports shoe made in a wash kitchen in 1924 then eventually achieving commercial success after being worn by Olympic athlete Jesse Owens in 1936 Adidas has been on the up ever since.

The commercial itself is a conveyance of how we as a society need Adidas not just as an individual but in order to emanate individuality an generally differ one's self from the rest of the crowd which is where the advert essentially contradicts itself due to the fact that the shoe is made in order to fit in with everyone else and everyone who wears an Adidas item seems to be part of one huge street party.

Filled with a huge amount of brightly colored Adidas clothing the advert shows us what we apparently want as the consumer with all who partake in the advert only being over the age of twenty if they are a celebrity. The purpose is for young people to indulge in the brand as this is what the brand itself has now been established as, as well as making sporting goods, the point being that the company is branching out to increase profit by making as much money from its fashion range as it does in football for instance.

In the society we live in today it is important that we are individuals yet we do this by looking the same in order to fit in with everyone else, Adidas see this as a perfect time to capitalize upon this opportunity taking advantage of our own misled ideals in order to make a ridiculous amount of money. Not to mention the constant flurry of celebrities thrust in the viewers face throughout the advert using the typical concept of "well if he/she wears it then why aren't I?"

The advert plays on the audiences juvenile mindset knowing that after watching a significant amount of their thought will be devoted to them questioning themselves as to why they do not own any or more new Adidas products? Again, we as a society or the youth of society fall for this inept consumerist ideology that we need more 'stuff' in order to be happy therefore spending increasinly expensive amounts of money on things we don't need.