Kaylah Walton
David Lynch, the acclaimed director behind the iconic show Twin Peaks, passed away at the age of 78 yesterday. During his height of fame in the early 1990s, he had a significant influence on television and film.
Known for his unmatched creativity and layered storytelling, Lynch was approached by Adidas to promote their ‘tubular technology’ in sneakers. The project allowed him complete artistic freedom, collaborating with musician Angelo Badalamenti, who famously scored the series.
Lynch accepted the challenge to create a commercial featuring a runner’s journey from hell to heaven. The resulting one-minute film, which had a budget of one million euros (a lavish amount for Adidas at that time), showcases the signature surreal imagery Lynch is known for, complete with disturbing visuals like scorpions, ears, and dramatic elements such as lightning and explosions.
The ad illustrated how the sneakers help runners conquer the notorious “Wall” they encounter around the 30-kilometer mark during a marathon—an experience of hitting a physical limit—by showcasing the transformative power of the tubular technology that propels them forward.
This advertisement was a departure from the norms of its time, prioritizing the artistic experience over traditional athletic showcases. It pushed the boundaries of advertising and provided a unique perspective on the perseverance of athletes during intense physical challenges.
Despite its creativity, the ad did not achieve the impact initially anticipated in the US (it fared slightly better in Europe) and remained less visible until its resurrection years later. Steen Davies, the ad’s lead, noted that even family and friends didn’t comment on it when it aired, sharing that the shoot was exhausting and involved him running for hours to capture authentic fatigue.
The unconventional approach ultimately influenced competitors, including Nike. Adidas’ communications head, Tom Harrington, later acknowledged that Nike was wary of Adidas’ bold direction, which deviated from their emotionally driven ads that gained traction with youthful consumers in the US.
Unlike Nike’s emotional narrative, Adidas took a risk with its unique vision, leading to more collaborations with innovative directors. Today, Lynch’s commercial is viewed as a classic, reflecting how sneakers transitioned from sports gear to fashion icons.
