David Reviews

 Biting the hand that feeds us since 2002.

Nike
"Equality"
90s
14 February 2017
USA Sportswear

Having recently scooped a Grammy for Beyoncé’s politically-charged ‘Formation’ promo, director Melina Matsoukas now tackles equality in this stirring Nike film. To mark Black History Month, Michael B. Jordan asks: “Is this the land history promised?”

Despite the wintry aesthetic, the ad has fire in the belly. Jordan questions the lay of the land in 2017. Thus, we see people extend the lines of tennis and basketball courts, football pitches and running tracks. Sport can happen anywhere, so why can’t equality?

Some may feel Nike are oversimplifying the issue, but as we’ve seen in recent months, more and more advertisers are keen to ask big questions. A steely script and brooding cameos from the likes of Serena Williams and Kevin Durant convey the brand’s belief that sport is the great leveller.

It’s another thought-provoking piece from the sportswear giant with a strong visual motif… though it’s probably best not to hit the streets with a can of spray paint.

Finish
"Combinations"

Matt said:

Hard to believe they were here a few years ago. https://www.youtube.com/watch?v=ItCcR6BD0uo


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Nike
"Equality"
90s
14 Feb 2017
Having recently scooped a Grammy for Beyoncé’s politically-charged ‘Formation’ promo, director Melina Matsoukas tackles equality in this stirring Nike film. To mark Black History Month, Michael B. Jordan asks: “Is this the land history promised?” Despite the wintry aesthetic, the ad has fire in the belly.

Reebok
"This IS Classic"
79s
16 Feb 2017
The beat goes on in this atmospheric Reebok Classics film. Rapper Jesse James Solomon pays tribute to a London that comes to life after sundown, as well as those who’ve provided the soundtrack over the years. RSA’s Antony Crook has demonstrated his affinity for the brand in the past, and this shorter piece maintains his firm grasp of place and time.

Adidas
"Creativity"
30s
7 Feb 2017
Adidas unleash their creativity in this 30s ad championing 'more than hard work'. Starring supermodel Karlie Kloss and athletes Candace Parker and Becky Sauerbrunn, among others, the action-packed film builds on the brand's 2016 'Here to Create' campaign and reinforces the idea that creativity, along with hard work, is necessary to push the boundaries of sport. An intriguing concept and compelling visuals really hammer the message home.

Adidas
"Original Is Never Finished"
90s
19 Jan 2017
What goes around comes around - and Adidas explores the idea of originality by presenting the familiar differently. To Sinatra's 'My Way', various luminaries from Snoop Dogg to Lucas Puig and Dev Hynes express their interpretation of the world around them: uncompromising, sharp, creative.

Adidas
"Y-3"
2 mins 40s
23 Jan 2017
This ad for Adidas' Y-3 collection feels like a trailer for a movie which doesn't exist about a dystopian future. Designed by influential Japanese fashion designer Yohji Yamamoto (hence the Y), the collection enhances the cryptic, quasi-facist imagery of the film, centred around a mysterious figure fleeing from the establishment. Strange, intriguing stuff.

Reebok
"Hands"
60s
20 Jan 2017
At a time of year when many of us are focused on our appearance, Reebok are bringing back their 'Be More Human' campaign, which carries the message that being physical unlocks the best version of yourself. A series of cinematic ads get the point across, with 'Hands' focusing on the physical changes which accompany the mental.

Adidas
"One in a Billion"
60s
18 Jan 2017
They say imitation is the sincerest form of flattery. In that case, Under Armour should be very flattered by this Chinese Adidas commercial. The ad riffs on Under Armour’s sublime ‘Rule Yourself’ ad from 2015. Yet there's more to it than that; it also challenges notions about Chinese conformity.

Adidas
"Pogba: Capsule Collection"
60s
17 Jan 2017
Paul Pogba's capsule clothing collection with Adidas has been launched at an uncomfortable moment for the player following a disastrous performance on the pitch. Perhaps this stylish film with edgy black and gold visuals and an attention-grabbing soundtrack can divert attention away from the critics.

Nike
"Believe In More"
2 mins
13 Jan 2017
This short film for Nike was conceived, created, and directed by avant-garde creative powerhouse and musician FKA Twigs. The grungy-beautiful two minute spot advertises Nike's new Spring Zonal Strength Tights, which are shown off to great effect by athletic dance moves from the likes of Olympic fencer Miles Chamley-Watson and krump dancer Saskia Horton.

Nike
"Kyrie 3: Improv"
60s
10 Jan 2017
Well, you won’t see this on the regular NBA fixture list; it’s Kyrie Irving of the Cleveland Cavaliers versus Questlove of, erm, The Tonight Show. While Roots drummer Questlove lays down a free-form beat, Irving responds with his own quicksilver moves. Anything you can do, I can do better. A slick tribute to sporting and musical prowess from Nike and the Hoffman Brothers.

Adidas
"Break Free"
1 min 39s
6 Jan 2017
An old man who's not ready to give in to being old just yet is wasting away in a retirement home. Depressed and listless, he remembers his glory days when he catches sight of his old running shoes and makes a decision: he's not going to shuffle off into senility without a fight. This ad for Adidas was created as a student spec film which the brand actually passed on... at least before it went viral.

Nike
"Zombies"
30s
14 Dec 2016
Nike save us the trouble of watching The Walking Dead (still haven't forgiven you for Glenn, Scott Gimple) and summarise pretty much every zombie movie ever to create more time to run. Although the existence of certain apps suggests the two can be combined quite effectively... if being chased by hordes of the undead is your idea of a good time.

Nike
"Friends"
32s
14 Dec 2016
Nike break down the foibles of social media in another entertaining ad. According to the Siri-like voice, forty-five minutes on Facebook amounts to hundreds of baby photos, needy narwhals, and notifications that “someone you don’t remember likes something”. In other words, why not do something more meaningful with your time... like exercise?

Nike
"Time is Precious"
60s
12 Dec 2016
This punchy campaign sees Nike dispense with the big names and dynamic visuals in favour of a minimalist approach. The sportswear giant charts modern life by the numbers with a Siri-esque voiceover before reminding us just how much screen time we indulge in. Unsurprisingly, flicking left (and occasionally right) on a dating app isn’t the brand’s idea of exercise.

Umbro
"Pepe's New Boots"
2 mins 09s
7 Dec 2016
Real Madrid and Portugal defender Pepe is a divisive character, to say the least. His competitive nature earns him plenty of ire from referees and away fans alike. Now Umbro show off his lighter side in this ad for the sportswear giant's Medusa boots. The Portuguese is constantly disappointed by the delivery man but turns into a big kid when they finally arrive.

Adidas
"You Be You"
70s
25 Nov 2016
French footballer Paul Pogba might be the most expensive player in the world right now, but that doesn't mean everyone wants to be him. Although they do want to be in his shoes - literally. This hi-octane ad hits us with an unrelenting barrage of witty images demonstrating that while Pogba's skills, fortune and tabloid notoriety don't appeal, his Adidas boots do.

Adidas
"Alexander Wang"
90s
24 Nov 2016
Analogue and digital collide in this visually arresting film from Adidas Originals and director Karim Huu Do. The ad flits from VHS quality footage to crisp modern visuals as a gang of X-Men converge on a shipment. Constant aesthetic shifts keep the viewer engaged while the brand's upmarket collection is shrouded in urban mystique.

JD Sports
"Snow"
30s
11 Nov 2016
JD Sports remix another festive melody for this year's Christmas ad. The retailer continues their 'Undisputed Kings of Style' angle as well-known brands stand out among oversized baubles, and the distinctive production design does a good job of distinguishing them from other sports retailers. Smart, attractive and slickly done.

Adidas
"Pogba"
80s
21 Oct 2016
Footballers aren’t magnets for sympathy, but spare a thought if you can for Paul Pogba. The Manchester United midfielder’s £89 million transfer fee means every touch, kick, and pass is measured in pounds and pence. This vibrant Adidas commercial says forget the numbers - it’s all about the name.

Rapha
"Scotland"
1 min 40s
14 Oct 2016
Rapha takes the high road in this commercial shot in bonnie Scotland. These kitted-out cyclists explore Sutherland's Assynt region, taking in sharp inclines and scenic views as they go. It's another slow-burning film from the premium cyclewear brand - all the more reason to absorb M.O.D.'s stunning cinematography. An appealing invitation to cycle Scotland's extreme north.

Reebok
"Full Circle"
60s
28 Sep 2016
This is a canny piece of work from Reebok. There are no star names in this ad. Rather, it's someone who's rarely given their moment in the spotlight: the fitness trainer. She's in peak condition, but she's still only human: she doesn't get out of bed with a spring in her step, while she has to dig deep with her own training before the doors open.

Adidas
"Create"
90s
9 Sep 2016
Many have seen this as an attack on Under Armour's representations of uniformity and they may well be right. But really it's just a different take on Nike's long-running theme of championing individualism and there's little, if anything, being said here that hasn't been said a million times before. Still, as always, it's being said very stylishly and its glossiness certainly furthers the notion that Adidas are one of the - ahem - biggest players in their field.

Nike
"Limitless"
90s
31 Aug 2016
A neon gymnasium pulses in the darkness as an assortment of fitness fiends push themselves to the limit in this impressive Nike film. As the synth-heavy score gathers momentum, the group appears on the verge of keeling over - but somehow rally to take this exercise session into overtime with an accompanying assault of colour and light.

Skechers
"Poolside"
10s
30 Aug 2016
Skechers rarely give their celebrity participants enough to work with, which is frustrating as Kelly Brook et al can provide plenty of value when the opportunity arises. This 10" offering is content to have Brook walk by the pool before observing a hunk for hire begin the trip to her sun lounger. Surely there's more that the brand could be doing here?

Nike
"The Next Wave"
90s
30 Aug 2016
Nike explores the reasons why we do sport in this multi-disciplinary spectacle from Wieden + Kennedy (Shanghai) and Stink's Martin Krejci. According to the global giant, their near thirty-year-old mantra of 'Just Do It' still holds sway in 2016. The script is anchored by various declarations of personal choice, reminding athletes of all shapes, sizes, and sports that actions speak loudest when you simply act.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.