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5 January 2019

You're never going to keep me down.

by Andrew MacGregor


Adidas: “Alpha Edge (Director's Cut)” - 60s

A breathless pep talk provides the soundtrack to this Adidas commercial from director Jovan Todorovic, who follows his 2018 International Women's Day film with another fetching blend of physical exertion and still photography.

Zipping between rooftops and abandoned warehouses, the Serb captures athletes in moments of repose and in full flight. The end result is slick and pacy, but that's nothing compared to the bloke on VO duties.

Cranked up to alarming levels, the narrator spews forth motivational phrases and competitive lingo as if his life depends on it. Perhaps enough sales of the sportswear giant's Alpha Edge trainers will be enough to calm him down.


Film Production: Stink Studios Ⓦ
Director: Jovan Todorovic
Producer: Sara Nouman
Production Ass'nt: Shea Coleman
Production Services: Twentyfour-Seven Ⓟ Ⓦ
Executive Producer: Tessa Wood
Cinematographer: Christophe Collette
Editor: Milena Petrovic
Colourist: Mikey Rossiter @ The Mill Ⓟ Ⓦ

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