Sports Stars Make Their Own Waves in Adidas' Latest Creativity-Themed Ad

Athletes Sing and Dance to Kid Cudi's 'Surfin' in Energetic Film

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Athletes call their own shots in Adidas' new "Create Positivity" campaign, featuring a a 75-second video of sports stars such as Dak Prescott of the Dallas Cowboys, Kris Bryant of the Chicago Cubs and Candace Parker of the L.A. Sparks, singing, rapping and chanting about being "too busy makin' my own waves," to Kid Cudi's track "Surfin."

Like the brand's previous creativity-focused ads, the high-energy film combines quick cut-scenes of the stars killing it on the courts and in stadiums with playful, social media-inspired shots. At the end of the film, "Here to create" flashes in text across the screen. Accompanying the hero film are a 30-second cut and six shorter digital ads focused on basketball, softball, baseball, street ball, football and futsal (a variation of football).

Adidas has leveraged the idea of creativity in sport in its recent campaigns and has been gaining ground recently against competitors like Nike. "We are the creator sports brand," said Ryan Morlan, VP-global brand communication at Adidas in a statement.

72andSunny Los Angeles was behind the campaign. The anthem spot, which follows earlier efforts "Unleash Your Creativity" and "Basketball Without Creativity," will air on ESPN during the Excellence in Sports Performance Yearly Awards.

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About

Credits
Date
Jul 12, 2017
Agency:
72andSunny
Client:
Adidas
Global VP Global Brand Communications:
Ryan Morlan
Senior Director Global Brand Communications:
Lia Stierwalt
Director Global Brand Communications:
Kate Boltin
Director Creative Shoot&Production:
Kristin Mellqvist
Senior Manager Creative Shoot&Production:
Meagen Moore
Chief Co-Chairman:
Glenn Cole
Founder:
Glenn Cole
Executive Creative Director:
Stuart Harkness
Group Creative Director:
Frank Hahn
Creative Director:
Josh Braithwaite
Writer:
Josh Braithwaite
Creative Director:
Ben Hodgin
Designer:
Ben Hodgin
Writer:
Tyree Harris
Designer:
Kwaku Beke
Chief Production Officer:
Tom Dunlap
Executive Film Producer:
Jim Haight
Senior Film Producer:
Lindsey Wood
Junior Film Producer:
Skyler Courter
Managing Director:
Nic Owen
Group Brand Director:
James Stephens
Group Brand Director:
Bassam Abdel-Rahman
Brand Director:
Audrey Huber
Senior Brand Manager:
Jessica Brewer
Brand Coordinator:
Brittany Allen
Partnerships & Legal Director:
Kallie Halbach
Partnerships & Legal Manager:
Amy Sharma
Partnerships & Legal Coordinator:
Tempest Johnson
Strategy Director:
Heather Lewis
Production Company:
Imperial Woodpecker
Director:
Stuart McIntyre
Executive Producer:
Charlie Cocuzza
Producer:
Kristin Porter
Director of Photography:
Franz Lutstig
Production Designer:
Brian Branstetter
Editorial:
Cut & Run
Editor:
Sam Ostrove
Social Content Editor:
Sam Ostrove
Social Content Editor:
Tim Sekiguchi
Assistant Editor:
Tim Sekiguchi
Producer:
Jared Thomas
Color:
MPC
Colorist:
Ricky Gausis
Executive Producer:
Meghan Lang
Producer:
Jamie Loudon
Finishing:
MPC
Lead Flame Artist:
Jan Cilliers
Executive Producer:
Lexi Stearn
Producer:
Jamie Loudon
Record/Mix:
Lime
Mixer:
Rohan Young
Assistant Mixer:
Ben Tomastik
Executive Producer:
Susie Boyajan
Sound Design:
LSD Studio
Sound Designer:
Michael Anastasi
Executive Producer:
Susie Boyajan

See more credits

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