The elderly man sits on his bed alone or at a table surrounded by others in a depressing retirement home. He gazes into space, thinking of his past glory as a marathon athlete. After rediscovering his well-worn Adidas training shoes, he suddenly tries to regain a sense of freedom by running again. But the nursing home staff cruelly blocks all his attempts and confiscates his shoes. After a while, his retirement friends help him recover them – and, with their bodies, prevent the staff from stopping him and killing his dream. The old man breaks free, runs away and raises his arms in a sign of elation.
This emotional “Adidas Break Free” ad has spread incredibly, reaching 9,8 million views on YouTube in just a few weeks. A huge success by all standards. But the interesting fact is, it’s not an Adidas campaign.