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9 January 2020

No girl bosses here.

by Andrew MacGregor

Adidas: “Reimagine” - 60s

Adidas kick off 2020 with this kinetic and shapely piece of work from Iris Worldwide and director Sarah Chatfield, who weaves together an all-female cast, varied camera angles, and Madame Gandhi’s ‘Top Knot Turn Up’ to potent effect.

Propelled by Gandhi’s whip-smart lyrics (“This ain't no time to come flirt with me/Pipelines and drills are destroying the Earth you see”), the ad pays tribute to those who get things done, whether it be in the gym, on the beach, or on a steep incline.

It’s also an obvious yet confident display of body positivity - an ever more crucial battleground in this sector - with the inclusion of plus-size marathon runner Jada Sezer designed to sway those disappointed by Nike’s treatment of runner Mary Cain. As Madame Gandhi puts it: "Do not trouble me when I am focused."

Creative Agency: Iris London Ⓟ Ⓦ
Creative Director: Gabi Mostert
Associate CD: Jon Wedlake / Matt Carter
Creative: Sally Leach ♀ Ⓟ Ⓦ / Michelle Collins ♀ Ⓟ Ⓦ / Eve Anthony Ⓦ / Rosie Thomas ♀ Ⓟ Ⓦ
Group Acc Director: Ben Buchanan
Account Director: Alice Sopwith
Account Manager: Luci Kinnimonth
Strategy: Rory Natkiel / Florence Evans
Senior Planner: Ben Milligan
Agency Producer: James Plaxton / Emily Hendrey / Christine Pagliarini / Annabel Singer
Film Production: Kode Ⓟ Ⓦ
Director: Sarah Chatfield ♀ Ⓟ Ⓦ
Executive Producer: Jack Goodwin / Anthony Taylor
Production Services: Caroline Gibney / Leanne Amos
Cinematographer: Patrick Meller
Editor: Chris Roebuck Ⓦ @ tenthree Ⓟ Ⓦ
Offline Producer: Julian Marshall
Colourist: Matt Osborne @ The Mill Ⓟ Ⓦ
Music: Top Knot Turn Up - Madame Ghandi

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