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Adidas Ignores Student’s Commercial Made For Them, And Now It’s Going So Viral They Probably Regret It
This incredibly moving Adidas commercial created by 26-year-old student filmmaker, Eugen Merher, may well have won the Internet for 2017.
The 1m:40s commercial revolves around an elderly former German marathon runner. He’s spending a monotonous existence in a rather unlovely retirement home, until one day he finds his old battered Adidas trainers, and decides to relive his younger years by taking them for a run. The retirement home repeatedly try to quash his quests for freedom, but the end of the advert will see you stand up and cheer. Or cry. Or both.
Yet sadly, this ad is just a spec spot, and was ignored by Adidas’ communications department.
“We tried sending it to [Adidas’] communications department but they didn’t really react,” Eugen told The Huffington Post.
Anyway, we think Adidas made a mistake in doing so, and after watching the ad again, we’ve got something in our eye…
More info: eugen-merher.com | YouTube
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What do you think ?
Pugzy 8 years ago
Nice ad! (Maybe Adidas didn't make a mistake. They did ignore it but it's still going around the internet and people will hear and remember the name Adidas. So, maybe, they just let somebody else do their own job.)
Abin Thomas 8 years ago
Adidas didnt accept it because it lacked glamorous females and filthy rich celebrities.
Brigitte 8 years ago
Actually the men who play the lead and the one in the wheel chair are pretty known actors, at least in Germany. I don't know if that's the reason but I think Adidas didn't accept the video because its story is not original. 2013 a movie came out that had the exact story line, complete with the home for old people, the annoyed staff and the supportive fellow residents. It did pretty good in theaters. http://www.imdb.com/title/tt2320968/
Load More Replies...
Ymme Cruijff 8 years ago
If the commercial would have been about an elderly former marathon runner who would have regained his strength with the help of his overworked but loving and supporting care workers, while being cheered on by his fellow residents, to the point where he was able to run around the retirement home, I would have liked it. And I believe Adidas would have liked it too. I don't think the messages needs such a dystopian depiction of a retirement home.
Matleena Korhonen 8 years ago
I agree. I didn't really get why the staff would try so hard to stop him, unless there's a reason... like dementia, in which case what comes after the video might not be so cheerful...
Load More Replies...
Sherry Straus 8 years ago
Hmm not sure about this one, being locked in and not allowed out, staff looking as if they are mean, other seniors put in dangerous situations like watering a tv?. I can understand not wanting to use this. The main idea was good but too many negatives in my opinion.
Simon Gibson 8 years ago
Adidas are benefiting from free viral advertising selling more of their products, which is more profit, less advertising cost, huge win for them. They're laughing all the way to the bank.
Stille20 8 years ago
Why can't we enjoy the piece without getting all twisted that adias didn't want it. It's a great piece. They could have filmed with shoes from other companies, or being a student, as most film student do, keep it in your portfolio. Rejection is part of succeeding and for all we know, the film was sent to the wrong person.
Tammy Butler 8 years ago
Sadly, by NOT responding, the internet has given them all the free advertising they need! They aren't stupid.
Phillip Moderow 8 years ago
Because Adidas was non-responsive, it works as a negative for me. I WON'T be buying Adidas because they wouldn't even say, "Thanks, but no thanks."
Load More Replies...
Audrey La Jeunesse 8 years ago
Aw. This is touching. There are a few parts I'm unsure of, but this is still a beautifully made ad.
David Yoon 8 years ago
It's a nicely filmed short story, but it just makes me want to run. Doesn't sell me a product.
Donna Scott 8 years ago
Alot of folks are taking this wonderful piece alittle to seriously. It's awesome that he gets to be free. Lighten up!
sunnyrei82 8 years ago
I like it. But I get why adidas didn't take it. It is really touching, and emotional, but too much drama and emotions of sadness and makes people feel sorry for the elderly depicted in the spot, it doesn't go with the idea/concept of sport, action, energy. It doesn't inspire people to exercise and buy their products, it just makes the spectator feel sad and then happy for the old man. But it doesn't motivate you to take action at all. It just shows a touching story. As I said (before someone says that I know nothing for "not linking it" or votes me down for the same reason): it's NOT that I don't like it or think it's not well done, it just doesn't target the brand's market and image.
Irene Carlyle 8 years ago
Brilliant! and as an 89 year old--I can doubly appreciate the sprit and message of this ad.
Sharon Hahn 8 years ago
Budweiser never cared if their ad was touching or brought on tears and their commercials are/were fantastic - and people remembered their name along with the story. Adidas take note!
Belinda Beulecke 8 years ago
Its free advertising, Adidas wins and hasn't paid anything for it. The creator of the video should change the scene where the elderly man in the wheelchair unveils his old Adidas to rather unveil a pair of Nike or whatever other popular brand is out there... would be hilarious :)
Glen Larson 8 years ago
Yes, I'm sure Adidas totally regrets how this commercial which they didn't spend a dime on is going viral. If there's one thing companies hate, it's free publicity!
Elif Dagtas 8 years ago
UNDOUBTEDLY IT IS BETTER THAN F*****G NICKI MINAJ WEARING ADIDAS LEGGINGS ON HER NASTY HUGE BUTT
Alex Rosado 6 years ago
how would they regret it? Theres a viral video advertising their product and they didnt have to pay for it.
Gabriella Husz 8 years ago
Why don't they want let him to go out of the retirement home ?! Is that a prison or what ? Crazy .
Gopi Sait 8 years ago
They'd rather spend $3/$4-Million on some haughty ad film company to give them some glossy piece of s**t spot with some big director and an oscar winning cinematographer to make them feel like some Friday Night Lights b******t than something as beautifully moving as this. Congrats Eugen Merher your work has moved so many of us. We wish you all the best wishes. We are expecting great things from you. :)
Bobbie Collinson 8 years ago
Loved it and so did my senior husband also still running, lovely sentiment.
Sandra Mooney 8 years ago
I thought it was a amazing Ad., not only did it advertise Adidas, it reminded us all age is a number !! this man didn't want to be suppressed, he wanted to be free, we all deserve that , it shown us he was 'fit'unless he had some sort of illness (dementia) then, surly he would not have been that active .
Bob Hazelton 8 years ago
Why would we demonize the very facilities and healthcare professionals who we rely on to care for our aging family members? If the events in the commercial actually happened the public would be crying for everyone to be fired. Yes, I understand the message that we should all be more active but this was not a very good way to deliver that message.
Christophe Ferreira 8 years ago
Even if well made, why would adidas need to react? Some student took the decision to make the video, adidas didn't ask for it.
Norman van Druten 8 years ago
Whatever the reason Adidas overlooked the ad(I'm sure they had one), it is still a very good ad. Left me with a lump in the throat and uh.......just need to clean something out my eye!
Holly Bailey 8 years ago
Why would Adidas regret it? They got free advertising. What the creator should have done is change the product to Nike or New Balance or some other brand so Adidas didn't get all the free press and "feel good" experience.
Diana Mata 8 years ago
Ese chico les tendría que hacer mirar a un mercado que desatienden por completo. El video es realmente encantador
Ati Petrov 8 years ago
Or maybe this is a new way of advertising using social media to spread the word? Just as in negative reviews for films and then everyone wants to see what it is all about. I did - and I never watch commercials!
Revella Leif 8 years ago
Kudos to NURSING HOME AWARENESS!! Residents deserve to get treated not as a chore but as people (just as the video says) with hopes and dreams--we should be doing everything to ensure they live out the rest of their days cared for and loved and helping them find their passions. Using pets! Who have a special intuitive ability to understand their human companions better than some overworked (understaffed) hospital.
Brian Castator 8 years ago
Great Ad........more of an indictment on how we treat the elderly .....or at least a window into ageing.
Mike Vanluyten 8 years ago
They ignored it because of the subject, its way to sensitive. They probably liked it but the risk of getting sued was to great.
Sharon Hahn 8 years ago
And, those of you who buy outrageously priced t-shirts and sweatshirts with brand names on them, you are also advertising for them and YOU are paying for their marketing. I wouldn't buy a piece of clothing that advertises, they should give them for free to get their name out there.
LeeAnne Moses 8 years ago
to me this ad is more about negative treatment of elders. big deal he ran outside and escaped for a couple hours what punishment awaits when he returns will they shackle him to his bed. I think it's a fail in terms of highlighting the shoes. I think Adidas was right in not choosing this one. It's not a feel good video. It's more of a concern about the treatment of seniors in facilities. makes me want to have charges filed against the fictitious nursing home for elder abuse. #fail
Billy Brandenburg 8 years ago
The ad makes me think of my Dad who is currently in a Veterans Home. He seems to brighten up when talking about things he used to love to do. I really enjoyed it.
Jennifer Rotando 8 years ago
I think, perhaps, Adidas' did not want to use this ad because, while it was inspiring, it may look like they believe retirement homes are like prisons with uncaring nurses and attendants.
Carolyn Smith 8 years ago
He doesn't look 'elderly' . Stop depicting people over 50 as in need of residential care!
Daniel Beldin 8 years ago
Adidas didn't want to make their customers cry like I was after watching.:)
Diane Ziegelbauer 8 years ago
I think they knew it was good and took advantage of the maker...unless this story was just a giant publicity stunt. If it was, then I applaud adidas for being resourceful and clever!
Arturo Caballero Sanchez 8 years ago
It seems to me that this ad is based on One Flew Over the Cuckoo's Nest. Nevertheless i have to admit it is a marvellous message and once i saw it i feel a bit happier as a human being. Regards from Spain
yulia missy 8 years ago
Bow can they ignore this wonderful and really touching also give motivation?? I think the idea really good and give us some inspiration
Marianna Skowrońska 8 years ago
Nothing original...ther is full german movie like this from 2013...this is something what is worth to see..."sein letztes Rennen"
Gabrielle Seaton 8 years ago
I doubt very much that Adidas will regret getting all this free and awesome advertising
Katinka Min 8 years ago
To my the story doesn't really make sense which makes it a nice ad, but not a great one. Retirement homes are really not that dysmal (except maybe in the dementia section). I totally agree with Ymme Cruijffs post..
Melody Lanzatella 8 years ago
It frustrates me, cause NOW Adidas has FREE advertising from the ad! They NEED to pay the creator! IMMEDIATELY!
Wim Cossement 8 years ago
F**k filthy rich sport brands and the people that are wearing it not for doing sports! Most people that wear a tracksuit or those ugly a*s buttoned pants are so fat they can hardly move, they fail to see the irony... ;-)
Mario Braz 8 years ago
Playing over and over doesn't help! In the end we all talking about ADIDAS! Free Advertising! Adidas Winning Again
Daniel Buteau 8 years ago
Maybe Adidas didn't use it to avoid to be sued for plagiarism by Kilian Riedhof cf : http://www.imdb.com/title/tt2320968/?ref_=nm_knf_i1
Goran Novakovic 8 years ago
Adidas is not regretting ita at all, why you ask, because adidas logo is in the video, adidas trainers and aparel, and the video os going vidal, giving adidas exposure, so by rejecting it they got an advert for free...
Jorge Jara 8 years ago
Adidas has nothing to regret. What they do have is a nice, well done and pretty memorable ad they paid $0 for. And it's going viral!
Asya Popova 8 years ago
It's really beautiful, but of course it got rejected because it says JUST DO IT and that's Nike, not Adidas, you can't mess up with essential for the brands messages. He should try Nike, they'd love it.
Susanna Vesna 8 years ago
Why do they keep stopping him from going out? It is not a Medieval asylum!
Daphne Melody 8 years ago
Um, I think advocating that a man with possible dementia be allowed to "break free" might be a problematic message. And, the take on the medical staff, many of whom are apt to wear tennis shoes on their work shifts, might be, well, a problematic message.
Lawrence Fernandez 8 years ago
Why would Adidas want their ad to be a possible serial killer escaping from a mental hospital?
Pugzy 8 years ago
Nice ad! (Maybe Adidas didn't make a mistake. They did ignore it but it's still going around the internet and people will hear and remember the name Adidas. So, maybe, they just let somebody else do their own job.)
Abin Thomas 8 years ago
Adidas didnt accept it because it lacked glamorous females and filthy rich celebrities.
Brigitte 8 years ago
Actually the men who play the lead and the one in the wheel chair are pretty known actors, at least in Germany. I don't know if that's the reason but I think Adidas didn't accept the video because its story is not original. 2013 a movie came out that had the exact story line, complete with the home for old people, the annoyed staff and the supportive fellow residents. It did pretty good in theaters. http://www.imdb.com/title/tt2320968/
Load More Replies... Ymme Cruijff 8 years ago
If the commercial would have been about an elderly former marathon runner who would have regained his strength with the help of his overworked but loving and supporting care workers, while being cheered on by his fellow residents, to the point where he was able to run around the retirement home, I would have liked it. And I believe Adidas would have liked it too. I don't think the messages needs such a dystopian depiction of a retirement home.
Matleena Korhonen 8 years ago
I agree. I didn't really get why the staff would try so hard to stop him, unless there's a reason... like dementia, in which case what comes after the video might not be so cheerful...
Load More Replies... Sherry Straus 8 years ago
Hmm not sure about this one, being locked in and not allowed out, staff looking as if they are mean, other seniors put in dangerous situations like watering a tv?. I can understand not wanting to use this. The main idea was good but too many negatives in my opinion.
Simon Gibson 8 years ago
Adidas are benefiting from free viral advertising selling more of their products, which is more profit, less advertising cost, huge win for them. They're laughing all the way to the bank.
Stille20 8 years ago
Why can't we enjoy the piece without getting all twisted that adias didn't want it. It's a great piece. They could have filmed with shoes from other companies, or being a student, as most film student do, keep it in your portfolio. Rejection is part of succeeding and for all we know, the film was sent to the wrong person.
Tammy Butler 8 years ago
Sadly, by NOT responding, the internet has given them all the free advertising they need! They aren't stupid.
Phillip Moderow 8 years ago
Because Adidas was non-responsive, it works as a negative for me. I WON'T be buying Adidas because they wouldn't even say, "Thanks, but no thanks."
Load More Replies... Audrey La Jeunesse 8 years ago
Aw. This is touching. There are a few parts I'm unsure of, but this is still a beautifully made ad.
David Yoon 8 years ago
It's a nicely filmed short story, but it just makes me want to run. Doesn't sell me a product.
Donna Scott 8 years ago
Alot of folks are taking this wonderful piece alittle to seriously. It's awesome that he gets to be free. Lighten up!
sunnyrei82 8 years ago
I like it. But I get why adidas didn't take it. It is really touching, and emotional, but too much drama and emotions of sadness and makes people feel sorry for the elderly depicted in the spot, it doesn't go with the idea/concept of sport, action, energy. It doesn't inspire people to exercise and buy their products, it just makes the spectator feel sad and then happy for the old man. But it doesn't motivate you to take action at all. It just shows a touching story. As I said (before someone says that I know nothing for "not linking it" or votes me down for the same reason): it's NOT that I don't like it or think it's not well done, it just doesn't target the brand's market and image.
Irene Carlyle 8 years ago
Brilliant! and as an 89 year old--I can doubly appreciate the sprit and message of this ad.
Sharon Hahn 8 years ago
Budweiser never cared if their ad was touching or brought on tears and their commercials are/were fantastic - and people remembered their name along with the story. Adidas take note!
Belinda Beulecke 8 years ago
Its free advertising, Adidas wins and hasn't paid anything for it. The creator of the video should change the scene where the elderly man in the wheelchair unveils his old Adidas to rather unveil a pair of Nike or whatever other popular brand is out there... would be hilarious :)
Glen Larson 8 years ago
Yes, I'm sure Adidas totally regrets how this commercial which they didn't spend a dime on is going viral. If there's one thing companies hate, it's free publicity!
Elif Dagtas 8 years ago
UNDOUBTEDLY IT IS BETTER THAN F*****G NICKI MINAJ WEARING ADIDAS LEGGINGS ON HER NASTY HUGE BUTT
Alex Rosado 6 years ago
how would they regret it? Theres a viral video advertising their product and they didnt have to pay for it.
Gabriella Husz 8 years ago
Why don't they want let him to go out of the retirement home ?! Is that a prison or what ? Crazy .
Gopi Sait 8 years ago
They'd rather spend $3/$4-Million on some haughty ad film company to give them some glossy piece of s**t spot with some big director and an oscar winning cinematographer to make them feel like some Friday Night Lights b******t than something as beautifully moving as this. Congrats Eugen Merher your work has moved so many of us. We wish you all the best wishes. We are expecting great things from you. :)
Bobbie Collinson 8 years ago
Loved it and so did my senior husband also still running, lovely sentiment.
Sandra Mooney 8 years ago
I thought it was a amazing Ad., not only did it advertise Adidas, it reminded us all age is a number !! this man didn't want to be suppressed, he wanted to be free, we all deserve that , it shown us he was 'fit'unless he had some sort of illness (dementia) then, surly he would not have been that active .
Bob Hazelton 8 years ago
Why would we demonize the very facilities and healthcare professionals who we rely on to care for our aging family members? If the events in the commercial actually happened the public would be crying for everyone to be fired. Yes, I understand the message that we should all be more active but this was not a very good way to deliver that message.
Christophe Ferreira 8 years ago
Even if well made, why would adidas need to react? Some student took the decision to make the video, adidas didn't ask for it.
Norman van Druten 8 years ago
Whatever the reason Adidas overlooked the ad(I'm sure they had one), it is still a very good ad. Left me with a lump in the throat and uh.......just need to clean something out my eye!
Holly Bailey 8 years ago
Why would Adidas regret it? They got free advertising. What the creator should have done is change the product to Nike or New Balance or some other brand so Adidas didn't get all the free press and "feel good" experience.
Diana Mata 8 years ago
Ese chico les tendría que hacer mirar a un mercado que desatienden por completo. El video es realmente encantador
Ati Petrov 8 years ago
Or maybe this is a new way of advertising using social media to spread the word? Just as in negative reviews for films and then everyone wants to see what it is all about. I did - and I never watch commercials!
Revella Leif 8 years ago
Kudos to NURSING HOME AWARENESS!! Residents deserve to get treated not as a chore but as people (just as the video says) with hopes and dreams--we should be doing everything to ensure they live out the rest of their days cared for and loved and helping them find their passions. Using pets! Who have a special intuitive ability to understand their human companions better than some overworked (understaffed) hospital.
Brian Castator 8 years ago
Great Ad........more of an indictment on how we treat the elderly .....or at least a window into ageing.
Mike Vanluyten 8 years ago
They ignored it because of the subject, its way to sensitive. They probably liked it but the risk of getting sued was to great.
Sharon Hahn 8 years ago
And, those of you who buy outrageously priced t-shirts and sweatshirts with brand names on them, you are also advertising for them and YOU are paying for their marketing. I wouldn't buy a piece of clothing that advertises, they should give them for free to get their name out there.
LeeAnne Moses 8 years ago
to me this ad is more about negative treatment of elders. big deal he ran outside and escaped for a couple hours what punishment awaits when he returns will they shackle him to his bed. I think it's a fail in terms of highlighting the shoes. I think Adidas was right in not choosing this one. It's not a feel good video. It's more of a concern about the treatment of seniors in facilities. makes me want to have charges filed against the fictitious nursing home for elder abuse. #fail
Billy Brandenburg 8 years ago
The ad makes me think of my Dad who is currently in a Veterans Home. He seems to brighten up when talking about things he used to love to do. I really enjoyed it.
Jennifer Rotando 8 years ago
I think, perhaps, Adidas' did not want to use this ad because, while it was inspiring, it may look like they believe retirement homes are like prisons with uncaring nurses and attendants.
Carolyn Smith 8 years ago
He doesn't look 'elderly' . Stop depicting people over 50 as in need of residential care!
Daniel Beldin 8 years ago
Adidas didn't want to make their customers cry like I was after watching.:)
Diane Ziegelbauer 8 years ago
I think they knew it was good and took advantage of the maker...unless this story was just a giant publicity stunt. If it was, then I applaud adidas for being resourceful and clever!
Arturo Caballero Sanchez 8 years ago
It seems to me that this ad is based on One Flew Over the Cuckoo's Nest. Nevertheless i have to admit it is a marvellous message and once i saw it i feel a bit happier as a human being. Regards from Spain
yulia missy 8 years ago
Bow can they ignore this wonderful and really touching also give motivation?? I think the idea really good and give us some inspiration
Marianna Skowrońska 8 years ago
Nothing original...ther is full german movie like this from 2013...this is something what is worth to see..."sein letztes Rennen"
Gabrielle Seaton 8 years ago
I doubt very much that Adidas will regret getting all this free and awesome advertising
Katinka Min 8 years ago
To my the story doesn't really make sense which makes it a nice ad, but not a great one. Retirement homes are really not that dysmal (except maybe in the dementia section). I totally agree with Ymme Cruijffs post..
Melody Lanzatella 8 years ago
It frustrates me, cause NOW Adidas has FREE advertising from the ad! They NEED to pay the creator! IMMEDIATELY!
Wim Cossement 8 years ago
F**k filthy rich sport brands and the people that are wearing it not for doing sports! Most people that wear a tracksuit or those ugly a*s buttoned pants are so fat they can hardly move, they fail to see the irony... ;-)
Mario Braz 8 years ago
Playing over and over doesn't help! In the end we all talking about ADIDAS! Free Advertising! Adidas Winning Again
Daniel Buteau 8 years ago
Maybe Adidas didn't use it to avoid to be sued for plagiarism by Kilian Riedhof cf : http://www.imdb.com/title/tt2320968/?ref_=nm_knf_i1
Goran Novakovic 8 years ago
Adidas is not regretting ita at all, why you ask, because adidas logo is in the video, adidas trainers and aparel, and the video os going vidal, giving adidas exposure, so by rejecting it they got an advert for free...
Jorge Jara 8 years ago
Adidas has nothing to regret. What they do have is a nice, well done and pretty memorable ad they paid $0 for. And it's going viral!
Asya Popova 8 years ago
It's really beautiful, but of course it got rejected because it says JUST DO IT and that's Nike, not Adidas, you can't mess up with essential for the brands messages. He should try Nike, they'd love it.
Susanna Vesna 8 years ago
Why do they keep stopping him from going out? It is not a Medieval asylum!
Daphne Melody 8 years ago
Um, I think advocating that a man with possible dementia be allowed to "break free" might be a problematic message. And, the take on the medical staff, many of whom are apt to wear tennis shoes on their work shifts, might be, well, a problematic message.
Lawrence Fernandez 8 years ago
Why would Adidas want their ad to be a possible serial killer escaping from a mental hospital?
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