Adidas ignored and regretted ...
In a large company, they simply did not pay attention to the video made for them by the students. Two million views, completely deserved from this wonderful, humane work, for today. Spend a minute and a half, it turned out not at all about sneakers!
The plot of the video is built around an elderly German marathon runner. He lives his days in a gloomy nursing home, until one day he finds his worn sneakers among the junk.
The story turned out much deeper. Both on the visual level and on the promise, the video reminds at once of several masterpieces of European cinema ("The Nest of the Cuckoo", of course filmed in the USA, but we must remember where the director is from) ...
In the comments to the video there was a discussion about our attitude towards the elderly.
Whatever it was, in the company Adidas simply did not consider the possibility of buying this little masterpiece. It is a pity when the amount of bureaucracy in large companies leaves no chance for bold advertising moves.
However, the authors in any case in the bins appeared a great example of their work.