In Times of Fake… - adidas | Clapboard Ad Archive
In Times of Fake from adidas and 1on1 Agency, launched in Macedonia in 2018, confronts the pervasive issue of inauthenticity across society, spanning fake news, relationships, politics, and cultural standards, positioning adidas Originals as the antidote to a world saturated with fakery. This digital campaign employs what Clapboard’s taxonomy identifies as FORMAT#2—Show the Problem—by vividly illustrating the erosion of trust and genuineness in everyday life, then offering adidas Originals, available through the retailer Sport M, as a beacon of authenticity and originality in contrast to the counterfeit realities consumers face. The campaign’s single video asset, delivered in the Macedonian language, unpacks the anxieties of living amid deception and underscores the symbolic power of wearing true originals as a statement of integrity and self-respect. The narrative leverages the cultural zeitgeist of 2018, a period marked by heightened skepticism towards media and institutions, to create an emotional connection that transcends the typical fashion appeal, thus elevating adidas Originals beyond product utility to a cultural symbol of resistance against fakery. By addressing issues that resonate deeply with contemporary consumers, the campaign deftly aligns the brand’s heritage of innovation and authenticity with a broader social commentary, reinforcing adidas Originals as not just a style choice but a lifestyle stance. The strategic partnership with Sport M amplifies the local relevance and accessibility of the product line, rooting the message firmly within the Macedonian market while retaining universal applicability. Clapboard rates this campaign 53/100 in its global creative archive. This campaign matters to the industry because it demonstrates how fashion brands can engage with societal discourse meaningfully and position their products as authentic solutions in an era dominated by skepticism and counterfeit culture.
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