Want it more

Creative agency 180 Amsterdam recently released this visually arresting commercial for Adidas. As well as targeting athletes beyond runners Asics clearly aims to appeal to a younger audience, and launches #want it more as a social media hashtag.

I love the footage and story the video tells us: to be an athlete, we’ve got to “want it more” than likes, all-night parties, cakes and perfect hair. But the end, I am just not sure: “Just wanting it isn’t enough – you’ve got to want it more”. Bit confusing to me.

But hey, the drop of sweat at 00:32 is fantastic!