PUTTING THE BODY BACK ON ITS FEET AGAIN
No 78: ADIDAS
Sunday 07 May 1995
So we start with the Bladerunner set, of course - and we hardly notice it, now it's so familiar in this kind of ad. Then we have The Prisoner, a young blond man, very thin, brought forth in a monk's robe to be interrogated by what appears to be Uma Thurman, in her Pulp Fiction black bob. And then, the updated, classic technology-myth emerges: they're stealing our souls. "According to a professor at MIT, man will be able to download himself" - to interface with electronic systems, become part of them.
The personality will be transferred, the voiceover continues - while our boy, now stripped, is cruelly treated by invading circuitry, his dreams manifesting in clouds around him (somewhere between Michelangelo and Duran Duran's Wild Boys video).
There'll be no need for the body once the transfer is completed, it can be chucked. So the pallid husk goes down a very long chute; landing on his Adidas trainers and re-appearing in silhouette on a sunlit mountain top. "Escape while you can" is the message from Adidas Adventure World.
This is the first time I've seen this fascinating idea explored in an ad. It cleverly dramatises a very basic fear, and gives training shoes an entirely new role. Forget basketball and rap self-expression, try Survivalist.
8 Video supplied by Tellex Commercials.
Potter's attempt to create an Essex Taj Mahal was a lovely treattv
Arts & Ents blogs
- 1 Games of Thrones actor Lena Headey makes emotional promise to her unborn daughter
- 2 Isis burns woman alive for refusing to engage in 'extreme' sex act, UN says
- 3 Puerto Rico, island of lost dreams: People are leaving the debt-hit territory in droves as near neighbour Cuba's star rises
- 4 Female Muay Thai champion hustles coaches to give them a beating
- 5 16-year-old girl beaten and burned alive by lynch mob in Rio Bravo, Guatemala
Eurovision 2015: Graham Norton returns with another cutting commentary - his best lines
Eurovision 2015: The best moments from Australia's random entry to Lithuania's gay kiss
Clarkson, Hammond and May Live: Top Gear trio returns with a blend of fireworks, AC/DC and 'automotive pornography'
Eurovision 2015 winner: Sweden beats Russia and Italy to take the title from Conchita Wurst
Eurovision 2015: Estonia seemingly enters Louis Tomlinson from One Direction
As a white man, I'm surprised more women aren't tweeting the hashtag #KillAllWhiteMen
Scotland may have to leave the EU even if it votes to stay in, David Cameron confirms
Report finds that Britain's wages are the most unequal in Europe
The day that Britain resigned as a global power
Almost a third of school pupils believe 'Muslims are taking over our country', study claims
SNP fury as HS2 finds 'no business case' for taking fast train service to Scotland