Art of Advertising

Watch: Film student’s Adidas ad pitch goes viral after it was ignored by the company

The dark but inspiring commercial has prompted many to debate what advertising should be about.


Does Adidas wish it hadn’t turned Eugen Merher down?

The German film student envisioned a rather unsual storyline (no super-focussed athletes or beads of sweat or slo-mo sprints or medal celebrations) in his spec commercial for the shoemaker. A spec commercial? It’s a “fake commercial” that a ad-filmmaker pitches as a directional idea to prove to ad agencies and companies that they’re worthy of hiring.

Merher’s spec-spot, titled Break Free (video above), sells an out-of-the-box emotion of how anyone could relate to a pair of sneakers. It revolves around an elderly former German marathon runner who tries to break the monotony of his life by putting on a pair of sneakers and stepping out of his dull retirement home, but is not allowed to.

One day, though, his fellow residents help him break free.

Adidas turned it down, but the video has garnered over four million views in half a month.

On social media, the fake ad is new gold standard of what a real advertisement should be like. However, this thread on Reddit feels that the video does not fit into the brand image of a young and hip Adidas. Some have even imagined the situation realistically, wondering if the man was suffering from Alzheimer or Parkinson’s disease.

One YouTuber even imagined a different, “realistic” ending, which gave it a plot twist. Here’s the video.

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The pioneering technologies that will govern the future of television

Home entertainment systems are set to get even more immersive.

Immersive experience is the core idea that ties together the next generation of cinematic technologies. Cutting edge technologies are now getting integrated into today’s home entertainment systems and challenging the limits of cinematic immersion previously achievable in a home setting. Here’s what you should know about the next generation of TVs that will grace your home.

OLED Technology – the new visual innovation in TVs

From the humble, grainy pictures of cathode ray tube TVs to the relatively clarity of LED and LCD displays, TVs have come a long way in improving picture quality over the years. The logical next step in this evolution is OLED displays, a technology that some of the best smartphones have adopted. While LED and LCD TVs make use of a backlight to illuminate their pixels, in OLED displays the pixels themselves emit light. To showcase darkest shades in a scene, the relevant OLED pixels simply don’t light up, creating a shade darker than has ever been possible on backlighted display. This pixel-by-pixel control of brightness across the screen produces an incomparable contrast, making each colour and shade stand out clearly. OLED displays show a contrast ratio considerably higher than that of LED and LCD displays. An OLED display would realise its full potential when supplemented with HDR, which is crucial for highlighting rich gradient and more visual details. The OLED-HDR combo is particularly advantageous as video content is increasingly being produced in the HDR format.

Dolby Atmos – the sound system for an immersive experience

A home entertainment system equipped with a great acoustic system can really augment your viewing experience far beyond what you’re used to. An exciting new development in acoustics is the Dolby Atmos technology, which can direct sound in 3D space. With dialogue, music and background score moving all around and even above you, you’ll feel like you’re inside the action! The clarity and depth of Dolby Atmos lends a sense of richness to even the quieter scenes.

The complete package

OLED technology provides an additional aesthetic benefit. As the backlight is done away with completely, the TV gets even more sleek, so you can immerse yourself even more completely in an intense scene.

LG OLED TV 4K is the perfect example of how the marriage of these technologies can catapult your cinematic experience to another level. It brings the latest visual innovations together to the screen – OLED, 4K and Active HDR with Dolby Vision. Be assured of intense highlights, vivid colours and deeper blacks. It also comes with Dolby Atmos and object-based sound for a smoother 360° surround sound experience.

The LG OLED TV’s smart webOS lets you fully personalise your TV by letting you save your most watched channels and content apps. Missed a detail? Use the Magic Zoom feature to zoom in on the tiniest details of your favourite programs. You can now watch TV shows and movies shot in 4K resolution (Narcos, Mad Max: Fury Road, House of cards and more!) as they were meant to be watched, in all their detailed, heart-thumping glory. And as 4K resolution and Dolby Atmos increasingly become the preferred standard in filmmaking, TVs like LG OLED TV that support these technologies are becoming the future cinephiles can look forward to. Watch the video below for a glimpse of the grandeur of LG OLED TV.


To know more about what makes LG OLED TV the “King Of TV”, click here.

This article was produced by the Scroll marketing team on behalf of LG and not by the Scroll editorial team.