Adidas has unveiled a contrarian campaign for its 'Superstar' shoe, with brand ambassadors Pharrell, David Beckham, Rita Ora and basketball star Damian Lilllard all questioning the role of social media in personal validation.
Taking its cue from societal obsession with celebritydom, the ad tries to convey the individual chutzpah that makes a superstar.
The ad marks the start of a global 2015 campaign for the Adidas Originals brand, with the Superstar celebrating its 45th birthday this year.
The ad features the four stars discussing what it does not mean to be a celebrity - adulation, filling a concert hall, or having a bodyguard.
In a statement, Adidas said: "Social media has completely redefined the concepts of self-expression, originality and creativity and, throughout 2015, [this] campaign will question the need for external validation and celebrity worship."
The ad is accompanied by six shorter editors, including a 30-second version to promote Pharrell's new Supercolour collection for Adidas. Adidas promised further collaboration with both Pharrell and Rita Ora.
In spite of its apparent disdain for social media celebrity, Adidas is pushing the ad on Facebook, Instagram, Twitter, YouTube and Tumblr.
Agency: Johannes Leonardo
This article first appeared on marketingmagazine.co.uk