A couple of days back, Adidas released a new campaign for its Superstar range of shoes. The new video, shot in black-and-white, and backed by a bass background score - features an all-star cast of Pharell Williams, Rita Orra, David Beckham and Damian Lillard.
In the description posted on YouTube video of the campaign, Adidas explains:
“When the Superstar shoe was first launched by adidas back in 1969, the word ‘Superstar’ was unambiguous. Today, the word has been corrupted to the point of confusion. This year Adidas Originals sets out to question what it means to be a superstar, beginning with this film...”
The punchline by Pharell - “then I am not a superstar” - seems eminently predictable though - as soon as the voice over starts recounting the conventional standards of being a superstar.
You may remember that all the “not superstars” featured in this campaign already have prior partnerships with Adidas.