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Adidas “Never Follow” 2017

Adidas “Never Follow” (2017) is an Adidas commercial for 72andSunny, produced by Wave Studios. It won one award: Kinsale Sharks 2017 Silver Film (A.International Film - Broadcast Tv, Cinema, Online) - 13.Fashion, Clothing, Footwear & Accessories.

Mesut Özil challenges the idea of following others, asserting his unique style and rejecting the notion of being like anyone else, except for wanting their Adidas boots.

Video: adidas Football on YouTube

Shot by shot

  1. Adidas “Never Follow”, shot 3© Adidas0:06
  2. A male soccer player in a white jersey kicks a soccer ball on a green field in a stadium at night.© Adidas0:07
  3. A young man in a black hoodie holds a giant turnip with a red ribbon, superimposed on a newspaper article about a "champion" footballer.© Adidas0:09
  4. A male soccer player in a red jacket juggles a soccer ball while a person in a green screen suit holds a stick near the ball, all on a green screen set.© Adidas0:14
  5. A computer screen shows a YouTube video of a soccer game, with a desktop background of a soccer player's jersey.© Adidas0:17
  6. A computer screen shows a video of a male soccer player in a white jersey making a shushing gesture on a field.© Adidas0:18
  7. A social media post shows a soccer player in a red and black Adidas shirt, with comments and likes visible on the screen.© Adidas0:22
  8. Mesut Ozil, a male soccer player, sits on a bench in a locker room, holding a pair of red soccer cleats.© Adidas0:27
  9. A collage of various close-up shots of Adidas soccer shoes and sneakers in red and black, some with soccer balls, on different surfaces.© Adidas0:30
  10. A dynamic split-screen montage showcases various close-up shots of soccer players' feet in Adidas shoes, dribbling and kicking soccer balls on different surfaces.© Adidas0:32
  11. Mesut Özil, a male soccer player, in a black and white shot with red accents, waves his hand in front of a red wall with text.© Adidas0:37
  12. Mesut Özil, a male soccer player in his 20s, points at the camera in a room with a red wall, then the Adidas logo appears.© Adidas0:41

Stills © Adidas. Made by 72andSunny and Wave Studios.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Mesut Özil rejects being a follower, only wanting the Adidas boots of others.

Tagline: “NEVER FOLLOW”

celebrity endorsementanti-hero narrativedigital glitch effectssocial media integrationproduct as aspirationbreaking the fourth wall

The cut

Length
45 s
Shots
23
Average shot
1.9 s
Format
mixed

What creatives use Adidas “Never Follow” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Adidas “Never Follow”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    Adidas “Never Follow”, 0:06© AdidasA male soccer player in a white jersey kicks a soccer ball on a green field in a stadium at night.© AdidasA young man in a black hoodie holds a giant turnip with a red ribbon, superimposed on a newspaper article about a "champion" footballer.© AdidasA male soccer player in a red jacket juggles a soccer ball while a person in a green screen suit holds a stick near the ball, all on a green screen set.© Adidas
    Frames from Adidas “Never Follow”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Adidas “Never Follow” in order, with its length, framing and what happens in it.

    Adidas “Never Follow”, 0:06© AdidasA male soccer player in a white jersey kicks a soccer ball on a green field in a stadium at night.© AdidasA young man in a black hoodie holds a giant turnip with a red ribbon, superimposed on a newspaper article about a "champion" footballer.© AdidasA male soccer player in a red jacket juggles a soccer ball while a person in a green screen suit holds a stick near the ball, all on a green screen set.© AdidasA computer screen shows a YouTube video of a soccer game, with a desktop background of a soccer player's jersey.© AdidasA computer screen shows a video of a male soccer player in a white jersey making a shushing gesture on a field.© Adidas
    Length: 45 s · Shots: 23 · Average shot: 1.9 s · Format: mixed

  3. 03Ad ideas: every spot built on a celebrity endorsement

    Before you present an idea, you need to know who has done it, and how.

    Adidas “Never Follow” is built on a celebrity endorsement. Search the library by idea to see every spot that uses it.

    Novartis “Relax Your Tight End”© NovartisUber Eats “A Century of Cravings”© Uber EatsUber Eats + Special US “Football is for Food”© Uber Eats + Special USCadbury Celebrations “My SRK Ad”© Cadbury Celebrations
    Novartis · Uber Eats · Uber Eats + Special US · Cadbury Celebrations

More from 72andSunny

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Questions

Which agency made Adidas “Never Follow”?

72andSunny created it for Adidas (2017).

What awards did Adidas “Never Follow” win?

1 awards, including Kinsale Sharks 2017 Silver Film (A.International Film - Broadcast Tv, Cinema, Online) - 13.Fashion, Clothing, Footwear & Accessories.

What is the tagline of Adidas “Never Follow”?

“NEVER FOLLOW”

Sources for the credits and awards

web.archive.orgweb.archive.org