Three Stripes Stories
In my first story idea I am going to only have one character. He will be the protagonist and the main focus point of the ad. The message in this ad is to “Break out of the box,” to try to encourage athletes to breach there comfort zones and do whatever it takes to get better in their field. The protagonist is trying to overcome all of the obstacles that are in his way in an effort to reach their full potential. The setting is on a soccer field, at a skate park, and in a parking garage. I am going to use low lighting and intense close ups to convey how hard the protagonist is working to get better. The brand value portrayed by the protagonist is innovation and dedication to their craft. The protagonist will be shown training on a soccer field in Adidas cleats and gear. He will also skate in Adidas gear at a park tattooed in graffiti.
For my second story idea I wanted to get away from the semi-cliche sports ad and focus on something different. The main character in this ad idea would be a 10 year old boy. This boy would face adversity in the form of poverty in a small town in Germany. The ad would show the child putting every penny, nickel, dime, and dollar into an Adidas shoe box buried under a pile of random things in his closet. The ad will show the child juggling a thrashed Adidas soccer ball in an alley outside of his family’s apartment. Eventually the boy will be shown walking proudly with his blue Adidas shoe box down the street and walk into a soccer store. He’ll set it up on a counter that is taller than he is and he buys a pair of Adidas soccer shoes. The main purpose of this ad will be to convey the idea that if you want something bad enough, you can have it with hard work and dedication and I think that is what Adidas is all about. The tag line would be, “If you want, take it.”
For my third story idea I decided to go back the the “Break out of the box” message and focus on that. A main message of a lot of Adidas ads is to stand out, and to create your own story, so I think that the message of this ad is very fitting and will represent the Adidas group values. The ad will start with a frame of a teenager sitting on his bed with his feet on the ground lacing up a pair of Adidas shoes. The protagonist will face conflict in the form of teachers and coaches and other adults telling him that he wasn’t good enough, and that he would never amount to anything if he continued acting how he was acting. It isn’t that the protagonist is a bad kid, but he can’t focus at school which leads to joking around, and different soccer coaches tell hi he is to small to and weak to be a great player. The ad will show the protagonist running in Adidas gear and shoes with voice overs in the background of stern adult voices telling him he wouldn’t amount to anything unless he changes. The goal of the ad is to promote individuality. The protagonist ignores the negative opinions and continues to work hard and be himself. The end of the ad shows the protagonist sprinting as hard as he can to the top of the hill at sunrise. When he gets there he stands confidently and the song “I want to break free” by Queen begins to play. I like this idea because I feel like it tells teenagers, and anyone really, that no matter what other people tell you, all that matters is what you do and how you react, and I think that is a very important lesson for kids growing up and a positive message that Adidas would like to convey.