Adidas basically documents a "day in the life of" with a barely noticeable fact that he's wearing their shoes.
That's the whole point of the advert tho MEK, they've done the BUY NOW, so they've switched to mnml :) If you've ever seen what it takes to "document" a day in the life of film (8+ people) you'd question the validity...
"these people are cool, don't shove it in their face or they'll kick off, slip it in the back-door" - hardly ground breaking, discrete or new - Seth Godin 101. It's purpose is very clear and I've seen lots of briefs that contain this message in the very top-line.
I should point out that for me this discussion isn't really about Theo, more how "they" get things to work like clockwork and generate an emotional response to their nebulous lifestyle choices as I mention in my first point.
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