Tuesday, 17 February 2009

Adidas House Party - 60 Years of Sole

Everybody loves a house party right? Especially when all the right people are in attendance?

Especially when there's graffiti, finger painting, pixie dust, gambling, fireworks, Russel Simmons, Missy Elliot, Katy Perry, David Beckham, Mark Gonzales, The Ting Tings, Estelle, Method Man and even, former Russian tennis champion, Ilie Nastase. Well 2009 marks the 60th anniversary of Adidas & in order to celebrate they're throwing a party. Although this shindig is 'invite only' you're more than welcome to join in the year long celebration with new products galore.

Director Nima Nourizadeh was in charge of the latest commercial for Adidas, a minute-long film shot at a house party where everyone’s dressed in, you guessed it, Adidas. Granted it is a lot of fun, heck I watched it two times over, but one can not surpass the fact that it is a rather self-indulgent, ego- fuelled, hipster-esque way to celebrate 'originality'. For God's sake, everyone is wearing Adidas!! Does that not scream uniformity let alone, conformity?

Admittedly, I do really like this clip and it does exactly what Nourizadeh and Adidas intended. It gets you excited. However, credit should also be given to 60's band 'Frankie Valli & The Four Seasons' for creating the banging tune that is; 'Beggin'. **Download enthusiasts note that the version in the video is the Pilooski re-edit.

So put on your party shoes and celebrate with Adidas' multi million-pound campaign known as “60 Years of Soles and Stripes”.

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I am more than prone to monologues; however, this is solely due to the manner in which they compliment a witty anecdote and their ability to resemble concrete evidence when it is so obviously lacking. I often wish I could emulate that aloof character who coolly stands in the corner smiling mysteriously as if she has a secret. However, I fear resisting the temptation to involve myself in other people’s conflicts and responding through body language rather than verbose banter may come across as contrived and arrogant. And, I am not willing to take that chance.

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