{{about, , the Dave Koz album, Hello Tomorrow (album), the Apple TV+ series, Hello Tomorrow!
''Hello Tomorrow'' is the title of a 2005
Adidas
Adidas AG (; stylized as adidas since 1949) is a German multinational corporation, founded and headquartered in Herzogenaurach, Bavaria, that designs and manufactures shoes, clothing and accessories. It is the largest sportswear manufactur ...
television advertisement
A television advertisement (also called a television commercial, TV commercial, commercial, spot, television spot, TV spot, advert, television advert, TV advert, television ad, TV ad or simply an ad) is a span of television programming produce ...
, and also the name of the song used in the commercial. The 90-second spot was created by
Oscar
Oscar, OSCAR, or The Oscar may refer to:
People
* Oscar (given name), an Irish- and English-language name also used in other languages; the article includes the names Oskar, Oskari, Oszkár, Óscar, and other forms.
* Oscar (Irish mythology), ...
-nominated film director
Spike Jonze
Adam H. Spiegel (born October 22, 1969), known professionally as Spike Jonze, is an American filmmaker, actor, musician, and photographer. His work includes commercials, film, music videos, skateboard videos and television.
Jonze began his ca ...
for ad agency
TBWA\Chiat\Day
TBWA\Chiat\Day ( ) is the American division of the advertising agency TBWA Worldwide. Created in the 1995 merger of TBWA and Chiat/Day, the agency operates offices in Los Angeles, New York City, Nashville, and Mexico City. Prior to the merger, ...
to advertise the
adidas 1
The Adidas_1 was a running shoe made by German multinational corporation Adidas, introduced in early 2005. It was the second general consumer sneaker to incorporate a computer (the Adidas 'Micropacer' had been the first in 1984). The shoe was ah ...
"intelligent"
sneakers
Sneakers (also called trainers, athletic shoes, tennis shoes, gym shoes, kicks, sport shoes, flats, running shoes, or runners) are shoes primarily designed for sports or other forms of physical exercise, but which are now also widely used fo ...
. 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
Karen Lee Orzolek (born November 22, 1978) is a South Korean-born American singer, musician, and songwriter. She is the lead vocalist for the indie rock band Yeah Yeah Yeahs.
Early life
She was born in Seoul, South Korea, the daughter of a Ko ...
of the
Grammy
The Grammy Awards (stylized as GRAMMY), or simply known as the Grammys, are awards presented by the Recording Academy of the United States to recognize "outstanding" achievements in the music industry. They are regarded by many as the most pre ...
-nominated rock band
Yeah Yeah Yeahs
The 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 (born Karen Lee Orzolek), guitarist and keyboardist Nick Zinner, and drummer Brian Chase. They are complem ...
. 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
The Cannes Lions International Festival of Creativity (formerly the International Advertising Festival) is a global event for those working in creative communications, advertising, and related fields. It is considered the largest gathering of the ...
EFFIE
Effie is a feminine given name, sometimes a short form (hypocorism) of Euphemia (Greek: Εὐφημία). Notable people with the name include:
Women
* Effie Bancroft (1840–1921), English actress and theatre manager
* Effie Boggess (1927-20 ...
Award.
In the
visual effects
Visual effects (sometimes abbreviated VFX) is the process by which imagery is created or manipulated outside the context of
a live-action shot in filmmaking and video production.
The integration of live-action footage and other live-action foota ...
-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
Bears are carnivoran mammals of the family Ursidae. They are classified as caniforms, or doglike carnivorans. Although only eight species of bears are extant, they are widespread, appearing in a wide variety of habitats throughout the Nor ...
. 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'' is a 1999 American fantasy comedy film directed by Spike Jonze and written by Charlie Kaufman, both making their feature film debut. The film stars John Cusack, Cameron Diaz, and Catherine Keener, with John Malkovich as a ...
'', 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
A fire hydrant, waterplug, or firecock (archaic) is a connection point by which firefighters can tap into a water supply. It is a component of active fire protection. Underground fire hydrants have been used in Europe and Asia since at least ...
, 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 () is a software program that acts as a media player, media library, mobile device management utility, and the client app for the iTunes Store. Developed by Apple Inc., it is used to purchase, play, download, and organize digital mul ...
, Squeak E. Clean produced Yeah Yeah Yeahs' second full-length album, ''
Show Your Bones
''Show Your Bones'' is the second studio album by American indie rock band Yeah Yeah Yeahs, released on March 28, 2006 by Interscope Records. The album was nominated for a Grammy Award for Best Alternative Music Album in 2007.
Background and musi ...
''. That album's first single, "
Gold Lion
"Gold Lion" is the first single by American indie rock band 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 ear ...
", was named after the awards won by the commercial in Cannes.
External links
The complete commercial The complete commercial 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'' is an American monthly magazine that focuses on music, politics, and popular culture. It was founded in San Francisco, San Francisco, California, in 1967 by Jann Wenner, and the music critic Ralph J. Gleason. It was first kno ...