Hello Tomorrow
Encyclopedia
Hello Tomorrow is the title of a 2005 Adidas
television advertisement
, and also the name of the song used in the commercial. The 90-second spot was created by Oscar-nominated film director Spike Jonze
for ad agency TBWA\Chiat\Day to advertise the adidas 1
"intelligent" sneakers
. The title song was composed specifically for the advertisement by Jonze's brother, Sam "Squeak E. Clean" Spiegel
, and its lyrics were sung by Jonze's then-girlfriend, Karen O
of the Grammy
-nominated rock band Yeah Yeah Yeahs
. Proving to be an incredibly successful commercial, Hello Tomorrow received many honors; these include two Gold Lions at the 2005 Cannes Lions International Advertising Festival
, three 2006 Silver Clio Awards
, and a 2006 Gold EFFIE
Award.
In the visual effects
-laden commercial, a man (played by actor David Douglas) wakes up in his bed- which, along with a lamp, is in an otherwise dark space- as his adidas_1 sneakers bounce onto his feet and tie their own laces. He then travels through many city streets, and at one point is chased through a forest by a bear
. In all of the scenes, light is only created behind the man by the steps he takes; he is almost always running into darkness. Similar to the chase scene near the end of Jonze's film Being John Malkovich
, the man frequently jumps from one plane to another, as the camera rotates to show that a wall or ceiling has become the floor. After running head-first into a fire hydrant
, the man yawns, returns to his bed (which, from where he is standing, is on the wall), and goes to sleep. Finally, as the shoes tumble away from the camera, shown onscreen are the slogan for the adidas_1, "World's First Intelligent Shoe," followed by the Adidas slogan "Impossible is Nothing" and the Adidas logo.
After working together on "Hello Tomorrow", which was officially released on iTunes
, Squeak E. Clean produced Yeah Yeah Yeahs' second full-length album, Show Your Bones
. That album's first single, "Gold Lion
", was named after the awards won by the commercial in Cannes.
Listing on AdForum.com, including a full breakdown of awards
Breakdown of the advertisement, including lyrics to the song "Hello Tomorrow"
Review of Show Your Bones from Rolling Stone
, which discusses the naming of "Gold Lion"
Adidas
Adidas AG is a German sports apparel manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company , and Rockport...
television advertisement
Television advertisement
A television advertisement or television commercial, often just commercial, advert, ad, or ad-film – is a span of television programming produced and paid for by an organization that conveys a message, typically one intended to market a product...
, and also the name of the song used in the commercial. The 90-second spot was created by Oscar-nominated film director Spike Jonze
Spike Jonze
Spike Jonze is an American director, producer and actor, whose work includes music videos, commercials, film and television...
for ad agency TBWA\Chiat\Day to advertise the adidas 1
Adidas 1
The adidas 1 was a Trainer made by adidas, introduced in early 2005. It is the first general consumer sneaker to incorporate a computer...
"intelligent" sneakers
Athletic shoe
Athletic shoe is a generic name for the footwear primarily designed for sports or other forms of physical exercise but in recent years has come to be used for casual everyday activities....
. The title song was composed specifically for the advertisement by Jonze's brother, Sam "Squeak E. Clean" Spiegel
Sam Spiegel (musician)
Sam Spiegel, also known as Squeak E. Clean, is an American producer/DJ/composer from New York who grew up in Manhattan and Westchester County.As a child, Sam studied classical voice, cello, and flute, but by his teens, he enjoyed hip hop music....
, and its lyrics were sung by Jonze's then-girlfriend, Karen O
Karen O
Karen Lee Orzolek , better known by her stage name Karen O, is the vocalist for New York rock band Yeah Yeah Yeahs.-Early life:...
of the Grammy
Grammy Award
A Grammy Award — or Grammy — is an accolade by the National Academy of Recording Arts and Sciences of the United States to recognize outstanding achievement in the music industry...
-nominated rock band Yeah Yeah Yeahs
Yeah Yeah Yeahs
Yeah Yeah Yeahs are an American indie rock band formed in New York City in 2000. The group is composed of vocalist and pianist Karen O, guitarist and keyboardist Nick Zinner, and drummer Brian Chase. They are complemented in live performances by second guitarist David Pajo, who joined as a touring...
. Proving to be an incredibly successful commercial, Hello Tomorrow received many honors; these include two Gold Lions at the 2005 Cannes Lions International Advertising Festival
Cannes Lions International Advertising Festival
The Cannes Lions International Festival of Creativity is a global event for those working in advertising and related fields. The seven-day festival, incorporating the awarding of the Lions awards, is held yearly at the Palais des Festivals et des Congrès in Cannes, France...
, three 2006 Silver Clio Awards
Clio Awards
The Clio Awards are annual awards bestowed to reward innovation and creative excellence in advertising, design and communication. The categories include work in nearly all types of media, and the judges are advertising professionals from around the world....
, and a 2006 Gold EFFIE
EFFIE
The Effie Awards are marketing communications awards given yearly by Effie Worldwide, Inc., a non-profit organization, to honor the most effective marketing communications ideas: ideas that work...
Award.
In the visual effects
Visual effects
Visual effects are the various processes by which imagery is created and/or manipulated outside the context of a live action shoot. Visual effects involve the integration of live-action footage and generated imagery to create environments which look realistic, but would be dangerous, costly, or...
-laden commercial, a man (played by actor David Douglas) wakes up in his bed- which, along with a lamp, is in an otherwise dark space- as his adidas_1 sneakers bounce onto his feet and tie their own laces. He then travels through many city streets, and at one point is chased through a forest by a bear
Bear
Bears are mammals of the family Ursidae. Bears are classified as caniforms, or doglike carnivorans, with the pinnipeds being their closest living relatives. Although there are only eight living species of bear, they are widespread, appearing in a wide variety of habitats throughout the Northern...
. In all of the scenes, light is only created behind the man by the steps he takes; he is almost always running into darkness. Similar to the chase scene near the end of Jonze's film Being John Malkovich
Being John Malkovich
Being John Malkovich is a 1999 American black comedy-fantasy film written by Charlie Kaufman and directed by Spike Jonze. It stars John Cusack, Cameron Diaz, Catherine Keener, and John Malkovich, who plays a fictional version of himself...
, the man frequently jumps from one plane to another, as the camera rotates to show that a wall or ceiling has become the floor. After running head-first into a fire hydrant
Fire hydrant
A fire hydrant , is an active fire protection measure, and a source of water provided in most urban, suburban and rural areas with municipal water service to enable firefighters to tap into the municipal water...
, the man yawns, returns to his bed (which, from where he is standing, is on the wall), and goes to sleep. Finally, as the shoes tumble away from the camera, shown onscreen are the slogan for the adidas_1, "World's First Intelligent Shoe," followed by the Adidas slogan "Impossible is Nothing" and the Adidas logo.
After working together on "Hello Tomorrow", which was officially released on iTunes
ITunes
iTunes is a media player computer program, used for playing, downloading, and organizing digital music and video files on desktop computers. It can also manage contents on iPod, iPhone, iPod Touch and iPad....
, Squeak E. Clean produced Yeah Yeah Yeahs' second full-length album, Show Your Bones
Show Your Bones
Show Your Bones is the second full-length album by new New York indie rock band Yeah Yeah Yeahs. It was released on March 27, 2006 . The album was nominated for a 2007 Grammy Award for "Best Alternative Music Album"....
. That album's first single, "Gold Lion
Gold Lion
"Gold Lion" is the first single by the Yeah Yeah Yeahs from their second album, Show Your Bones. Distinct in the Yeah Yeah Yeahs' discography, it features acoustic guitar and a more slowed-down pace in contrast to former works like "Bang!" and "Date with the Night." It was released on March 21,...
", was named after the awards won by the commercial in Cannes.
External links
The complete commercial hosted on YouTubeYouTube
YouTube is a video-sharing website, created by three former PayPal employees in February 2005, on which users can upload, view and share videos....
Listing on AdForum.com, including a full breakdown of awards
Breakdown of the advertisement, including lyrics to the song "Hello Tomorrow"
Review of Show Your Bones from Rolling Stone
Rolling Stone
Rolling Stone is a US-based magazine devoted to music, liberal politics, and popular culture that is published every two weeks. Rolling Stone was founded in San Francisco in 1967 by Jann Wenner and music critic Ralph J...
, which discusses the naming of "Gold Lion"