Ken Jeong, who BrandFreak earlier noted was wasted in an Emmy tie-in with Infiniti, redeems himself in this new Adidas spot from 180LA. Jeung seems to be in character as Mr. Chow from The Hangover here, riding his solid-gold jet ski and acting the fool as his butler takes a leaf blower to all that cash on the lawn. In the end, Jeong can't beat D. Rose in a game of one-on-one, but it doesn't seem to bother him. After all, Jeong can still stand atop a "lady pyramid." See the spot after the jump.
Adidas's house party is continuing. The brand's earlier star-studded video, released in November 2008, has gotten worldwide attention, not to mention a Simpsons parody. Now, agency Sid Lee has moved the party out into the street, but some things remain the same. David Beckham is still there, though he looks a bit more hirsute this time, and DJ Pilooski is still spinning the tunes, though this time he's playing his rendition of Dee Edwards's "Can't There Be Love" (and no, there's nothing wrong with your YouTube feed, that's the way the song goes). Snoop Dogg is a new addition, as are Noel Gallagher of Oasis and lots of people I'm too old to recognize. Once again, it's a fine piece of advertising, making Adidas's Originals line seem both of-the-moment and retro, athletic and leisurely.
Michael Jordan may have been the greatest basketball player of all time, but clearly he's not going to win any parenting awards. Apparently, he never instilled the virtue of selflessness into his son Marcus. Marcus Jordan, a basketball player at the University of Central Florida, cost the school a reported $3 million because he violated the team's endorsement contract with Adidas. Under the terms of the agreement, the players on all the school's teams were to exclusively wear Adidas shoes, apparel and equipment through 2015. And the school was reportedly working to extend the contract even further. That was, of course, until the freshman Marcus decided to wear Nike Air Jordans during the Knights victory over St. Leo University in an exhibition game on Thursday night. He'd made his intentions clear earlier, and didn't budge. Adidas subsequently pulled out of the deal because the school violated its contract, per reports. What's disappointing is that one player cost an entire school some valuable funding that you would assume would be going to education. Plus, all of his teammates held up their part of the deal by wearing Adidas shoes. So, this means Jordan's kid thinks he is bigger than the team and the university. I realize he's got some big shoes to fill, but this is the wrong way to go about it.
"Every brotherhood need creators and commanders." That is the message behind a new Adidas campaign honoring basketball stars Dwight Howard (the NBA's Defensive Player of the Year) and Derrick Rose (the Rookie of the Year). These two animated videos, which broke Wednesday on YouTube and AdidasBasketball.com, focus on the strengths of each player. Narrated by Chali 2Na from hip-hop group Jurassic 5, the ads describe the players as superhuman. Dwight Howard is called the "most dominant commander in the game today," thanks to his mind, his spirit, his legs and, of course, the Adidas gear that he wears. TECHFIT PowerWEB gear gives Howard "increased energy and strength," while his Adidas sneakers allow him to leap and bounce. In a similar setup, Rose is dubbed as an "explosive creator" whose strengths include TECHFIT padded undergarments that protect him form the "collisions accrued over the course of the season," the Adidas ankle-support system "proven to be five times more effective than tape" and motion technology built into his sneakers that "make him quicker than he already is, which is scary if you think about it." Both videos end with the tagline: "Impossible is nothing." But it's clear that what Adidas means is that the impossible would not be possible without its gear.
Adidas's house party is still going on. The two-minute TV ad, introduced last December, has been viewed more than 800,000 times on YouTube, and now the ad is getting the ultimate pop-culture tribute: a Simpsons parody. This ad, which promotes the show's 20th anniversary, uses the same song—a remixed version of Frankie Valli and the Four Seasons' "Beggin'," by Pilooski—and features stitched-together moments of various Simpsons characters grooving and uttering signature catch phrases ("Ha ha!"). Since the show had 20 years of material to draw from, the ad was able to echo the commercial pretty closely. There's the buildup with Homer, Bart and others arriving at the club and even an underwater pool scene at the end. Unfortunately, the makers were unable to find a Simpsons equivalent of the original ad's most indelible moment: Katy Perry salaciously sticking out her tongue. D'oh!
It's hard to imagine a hipper scene than the one portrayed in the latest TV ad for the Adidas Originals brand.
The spot, celebrating Adidas's 60th anniversary, shows a rockin' house
party crashed by, among others, Katy Perry, D.M.C. (of Run-D.M.C.),
Russell Simmons, David Beckham and Method Man. Even harder to imagine:
a more unlikely song for everyone to be grooving to. It's Frankie Valli
and the Four Seasons' 1968 hit "Beggin' "—not the original, but a remix
by Parisian producer Pilooski.
Truth be told, it's catchy as hell and fits the commercial's
retro/of-the-minute vibe perfectly. Kristian Manchester, creative
director and partner of Sid Lee, the Montreal agency that created the
ad, said the shop went through thousands of songs before finding this
one. Originally, he says, they were looking for a Motown or Stax/Volt
tune, but "every time you find a great song, someone would ask, 'Was
that in a car ad?' "
Only after committing to the track did Manchester find out it had
been a huge club hit in Europe in the summer of 2007. Still, he's happy
with the choice. "It had the right rhythm and tempo and was a little
nostalgic," he says. "It felt like it was from a lost party."
Fans take note: Adidas plans to offer seven different remixes of "Beggin' " on its Web site.