Isn't it, ahem, just that little bit early-Nineties?
ADS No 164: ADIDAS
Something of the kind seems to hang heavy over the new Adidas treatment featuring Prince Naseem. It's got lots of attitude, lots of everything you'd expect from the brand - and it all seems awfully familiar.
It's about when "our" Prince comes to "their" city: meaning the Manhattan skyline, seen from an incoming ship, in monochrome. Then - shades of all those films and ads - we're above the city and on a rooftop. There's a silhouette, arms outstretched like Rio's mountain Christ. It's a dreadlocked Jamaican in preacher mode, talking very intensely about our boy: "You will salute him; you will fall before him. He will not be defeated." Watch out America!
This is by way of introduction to Naseem himself, who appears initially in swift intercut flashbacks in the gym, working away on the punchbag. Then it's fast-forward to him arriving on the Big Boat, with the deserted dockside and the waiting cars - shades of everything from On the Waterfront onwards. Naseem is absolutely "looking the business": "well hard", with a George Michael Roman haircut and sharp everything. He does a neat trick, cartwheeling over the ship's rail and onto the quay, throwing his grip before him, road-movie style, landing on American soil. Then there's a shot of the Prince's exotic shorts, laid out pre-fight in princely style.
It ends with a graphic moment. White type on a plain background, saying: "Prince Naseem. Here on business." Just typical of the tremendous OTT gravitas you get with sports-style religiosity.
Three or four years ago, this would've looked extremely smart. But, nicely directed though it is, it now looks cliched, and all the intensity just tends to compound it.
game of thrones reviewWarning: spoilers
North London meets The Exorcist in eerie suburban drama
Filming to begin on two new series due to be aired on Dave from next year
Arts & Ents blogs
- 1 Lucy Hawking: Stephen Hawking's daughter writes impassioned open letter to Katie Hopkins about rights of disabled people
- 2 How the language you speak changes your view of the world
- 3 Russell Brand backs Ed Miliband: 'You gotta vote Labour'
- 4 General Election 2015: 14-year-old boy asks Nick Clegg – 'can you kill Katie Hopkins?'
- 5 Uploading pictures to find out how old you are gives Microsoft the right to post them wherever they want
Over 50,000 families shipped out of London boroughs in the past three years due to welfare cuts and soaring rents
EU asylum policy is 'a direct threat to our civilisation', says Nigel Farage
The Rothschild Libel: Why has it taken 200 years for an anti-Semitic slur that emerged from the Battle of Waterloo to be dismissed?
General Election 2015: UK will be 'run for the wealthy and powerful' if Tories retain power, Labour warns
In defence of liberal democracy
Schools forced to act as 'miniature welfare states' with teachers buying underwear and even haircuts for poor pupils