To launch the new adizero sonic, adidas have created this moody new video featuring (up and coming first round draft pick) NFL quarterback Robert Griffin III.

RG3 has had a lot of pressure piled on him as he has competed with Andrew Luck for 1st draft pick over recent months, and this advert addresses that in an incredibly creative way, highlighting the core product truth of the boot – It’s weight. RG3 reads out the following copy in the ad:

They say expectations are heavy.
The spotlight – they say it weighs a ton.
And that pressure weighs even more.
They say the weight of it all can break you.
It’s heavy.
Crazy heavy.
They say I have no idea what something that heavy can do.
I say they have no idea what light can do.

The video also uses one of our favourite musicians here at CTR, Childish Gambino. His song “Bonfire” suppliers the perfect soundtrack for the video, providing a motivating and inspiring beat to complement RG3′s impactful voiceover.

What do you think of the ad? Was Childish Gambino a good fit for the soundtracK? Let us know in the comments!

About Felix Morgan

Between the hours of 9-6 I work as a Creative Technologist at Billington Cartmell, a creative ad agency. I’m obsessed with all things new, which led to me working in the innovation team at my company. I’m an absolute media junkie, and try and keep on top of all the latest music, films, TV shows and games, which prompted me to found Control The Riot.

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