Adidas is Creating Positivity?
It's common knowledge that all movie theaters, previous to starting any movie, show a good amount of commercials before we get some animated M&Ms telling us to turn off our phones, and be quiet. Most of time the advertisements never really manage to get my attention and leave a lasting impression, despite the 1,110-5,000 sq ft screen right in front of my face.
However, one commercial really got my attention, so much to the point where it managed to stay fresh in my mind two weeks later. This is big, considering the fact that I don't even remember what movie I saw.
After the first few seconds of rapid negativity, the commercial continued to draw in my attention as it hooked me in with the impressive feats of different football, baseball, soccer, and basketball players. The whole commercial wanted to maintain a hyped energy, similar to the vibes people get from watching, or even playing different sports. Needless to say, it really succeeded in reaching its goal of maintaining the attention of its audience.
On that note, the commercial's target audience was most likely the younger generation. Anyone from adults to children were depicted having fun, giving off a positive feeling that was meant to effect, maybe even influence the audience. As it targeted the younger generation, Adidas incorporated a lot of beliefs of the youth. This included refusing to conform to the old, outdated ways of the past (see 0:17-0:20), giving women a platform equal to their male counterparts (0:32-0:42), and embracing non-hetero sexuality (0:44). Adidas wanted to send a message of "positivity" by letting its audience know that the brand supports their beliefs.
This is interesting because even though "positivity" here seems to be linked to diversity, there's absolutely no indication that Adidas will do anything to actually help promote diversity outside of their own brand. Adidas is arguably selling faux diversity for profit, leading consumers to believe that they are actively banishing hate by supporting Adidas.
Regardless, the commercial did a fantastic job at advertising. What I thought was pretty genius was that they used vertical shots, mixed with the traditional horizontal angle of commercial videos, to make it more personal by activating that same feeling we get when we look at a friends (vertical!) snapchat story.
On that note, the commercial's target audience was most likely the younger generation. Anyone from adults to children were depicted having fun, giving off a positive feeling that was meant to effect, maybe even influence the audience. As it targeted the younger generation, Adidas incorporated a lot of beliefs of the youth. This included refusing to conform to the old, outdated ways of the past (see 0:17-0:20), giving women a platform equal to their male counterparts (0:32-0:42), and embracing non-hetero sexuality (0:44). Adidas wanted to send a message of "positivity" by letting its audience know that the brand supports their beliefs.
This is interesting because even though "positivity" here seems to be linked to diversity, there's absolutely no indication that Adidas will do anything to actually help promote diversity outside of their own brand. Adidas is arguably selling faux diversity for profit, leading consumers to believe that they are actively banishing hate by supporting Adidas.
Regardless, the commercial did a fantastic job at advertising. What I thought was pretty genius was that they used vertical shots, mixed with the traditional horizontal angle of commercial videos, to make it more personal by activating that same feeling we get when we look at a friends (vertical!) snapchat story.
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