"Heart over head. Inclusion over ego. United by passion, we go all in," reads the tag line for the new "Adidas is All In" commercial, supposedly part of "the biggest marketing campaign in the brand's history." Well, good that there's something, because there ain't much else connecting the spot's disparate assemblage of pop stars (Katy Perry, B.o.B.), DJs (A-Trak, DJ Medhi, Busy P) and athletes (NBA studs Derrick Rose and Dwight Howard, soccer stars Lionel Messi and David Beckham) aside from that general 110% sneaker-ad intensity.
As filmed by relentlessly provocative music video director Romain Gavras (M.I.A.'s "Born Free", and soundtracked by French house duo Justice (the Kanye-approved "D.A.N.C.E.," the Cadillac-approved "Genesis"), the jump-cut-happy clip features action-packed, rapidly-interspersed shots of the various pros doing their respective things, tied together by the robotic funk of Justice's new single "Civilization." It's vaguely exciting, less than coherent, and should be fun to see chopped up into thirty-second commercials for the remainder of the TV season.