Earlier this year we wrote about the Adidas advert “Adidas Is In All”. This time we are not promoting Adidas, but the French electro duo that delivered the music to the advert. Justice is releasing their third album this year “Civilization”, and has now published the first music video to the first album single.
Fellow Frenchman Edouard Salier who also directed the Massive Attack video “Splitting The Atom” has directed this music video – and once again he is using CGI.
“Civilization” shows a raw, rock-filled word where the only living things are buffalos. The remaining human-created things are huge monuments. This world is surrounded by a layer of sky, and when the world turns 180 degrees, everything falls up/down on to the sky. Whether the video is a critique of the destructive behaviour humans have on nature, is widely debated on various websites and music blogs.
In short: very impressive CGI and the match between music and image is without a doubt an adrenaline kick.
The fact that Adidas is in us all is underlined in the style of this advert. The recipe: The celebrities are mixed with “ordinary” people to music that – mostly after airtime – will become popular. In this advert it’s the French electro-duo Justice with the track “Civilization”. The track appears on their new album (entitled Civilization) that will be released this year. Several tracks have been leaked already but this will only fuel the hype about both the album and this advert.
Adidas products can be incorporated in sports, hiphop – in short: it’s a lifestyle. The fast-paced cutting between stars like David Beckham, Katy Perry, Messi and Caroline Wozniacki works even better when it is mixed with cheerleaders, mascots and smiling, raving faces at concerts. Adidas Is In All!