Editors' Choice

Student Makes A Powerful Adidas Commercial

Steve Porter / February 2, 2017

Spend a minute and think about how many times a short video you’ve seen online has gone ahead to give you a healthy dose of “the feels.” Was it a video about a mistreated animal being rescued and showered with love and affection? Or maybe it was one of those super emotional videos of a soldier surprising his loved ones by coming home unannounced. Or maybe it was one of those videos that feature a person with special needs who finally gets a chance to live out their dreams by making a basket, scoring a touchdown, or a getting a home run during a real game.




But what about an advertisement? Seriously, has a commercial ever moved you to tears? Most of us would probably say they haven’t gotten a gut punch from a Toyota ad and normally you’d be right in thinking that a commercial can’t make you cry, but you’d be wrong this time, so very wrong. Back on December 15th, 2016, a young student filmmaker named Eugen Meher published a spec commercial he’d written and directed for athletic clothing giant Adidas titled “Be Free.” Since its release, the video has garnered more than 11,000,000 views with over 115,000 likes.



To say this spec commercial is an accomplishment would be nothing short of an understatement. From the camera work, to the acting, and everything in between, all aspects  of this project are simply top notch. Writing short films or commercials with an underlying emotional narrative is a feat many try, but very few pull off, let alone well at that. Very rarely do we see stuff with this level of flawlessness. It’s short, but feels so much longer. If a picture is worth a thousand words, then this 1 minute and 39 second motion picture packs quite the wallop. Not a single word is said throughout the film (I’ll call it that because of what it achieves) and yet it still carries so much weight. It’s packed with feeling, subtext, emotion, and grace.



In the commercial, we meet an elderly man who’s been committed to an old age home. Be Free manages to find a way to capture the emotional nature of those who live in environments like this and are still cognizant of their surroundings. There are the suffocating feelings of isolation, confinement, monotony, and rage. The main character played by Jens Weisser is clearly not impressed with having to be in the home. He spends his time lost in thought staring longingly out the window, no doubt thinking of the freedoms that exist outside the walls of his prison. We won’t go into a play-by-play of what happens, but just give it a watch and you wont be dissapointed.