Whether they’re making us laugh out loud like Chance the Rapper’s Kit Kat spot or cry into our coffee with heartwarming animals, the best ads bring an emotional response.
Eugen Merher, a student at Filmakademie Baden-Württemberg in Germany, created this spec spot for Adidas running shoes. It manages to make us laugh and cry, in a matter of 110 seconds.
In the ad, an elderly man reflects on his days as a marathon runner from inside the drab confines of a retirement home. While his neighbors water the television and dance alone, he dreams of his glory days and running races. Younger people dash past his window. Why can’t he be free? The staff at the home refuse to let him run, even after multiple attempts at getting laced up and out the door. What kind of abusive retirement community is this?
After months of watching him sulk, those kooky neighbors of his come to the rescue, handing his shoes and running shorts over and forming a cheering section so he can break to freedom. The end is beautiful and victorious, and we dare you not to get the warm fuzzies over it. Next, maybe our hero will be ready to take on one of 2017’s gnarliest obstacle course races. Once he’s broken free, the world is his sneaker shaped oyster.
Adidas apparently didn’t agree, however: “We tried sending it to [Adidas’] communications department but they didn’t really react,” Merher told The Huffington Post. Their loss!
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