Post-Digital Summer Showcase Entry No:6 - LMNADE TV Ad Concept by Matt Anderson
Image by Lefteris kallergis via Unsplash
In this sixth (and final) submission to the Post-Digital Writing Summer Showcase, students on the Post-Digital Content module were tasked with creating a subversive advert concept that went against cliché and stereotype for the sports brand LMNADE. Matt Anderson’s concept was voted as the strongest by the class for it’s highly visible switching of gender roles and use of humour.
LMNADE TV Ad Concept
Scene opens on a woman. She is blonde, tanned, quite muscular. She is wearing an orange astronaut jumpsuit, although it is sleeveless, showing off her toned arms covered in scratches and bruises.
She stands outside, in front of a large military hanger, the wind slightly blowing her hair.
The sky is orange, hazy, and as the camera moves, we see it is filled with fighter planes and alien spaceships. They dogfight erratically and explode regularly. A war is going on.
Earth has been invaded.
The camera pans around and we see she is standing next to her own spacecraft. It is yellow, sleek, looks really cool. The door opens and stairs descend, allowing her access to the spacecraft. We see she is holding an astronaut helmet under her right arm. Slowly, she makes her way up the stairs.
Suddenly she hears someone, a man’s voice, he shouts: “Wait!”
She turns to see her boyfriend: it’s Chris Evans. He’s running towards her, he looks distressed. As he reaches her, he kisses her, passionately. The camera pans around as they kiss, the alien war still raging on in the skies above them.
She stops kissing him. Evans pulls back and says: “Just come back in one piece. Okay?”
The woman smiles. She replies: “See you soon Dollface.”
She strokes his bearded face, before turning and heading up the stairs. Tears stream down Evans’ face. As she ascends the steps, her shoes come into view. They’re not astronaut boots, they are new Pharrell x Adidas trainers, in black.
He wipes his eyes and mutters under his breath: “Nice.”
The door closes. The woman sits in the pilot’s seat and buckles up. She starts the shuttle. Engines roar. Smoke fills the runway. Evans moves to a safe distance. She looks out her cockpit window, gives her man a salute. Evans responds by blowing a kiss. The shuttle launches and she takes off into space.
She’s moving fast. Really fast. She passes all the jets, fighter planes, alien crafts. She’s not concerned with the battle, she’s away to win the war.
She begins to exit Earth’s atmosphere, and as she enters space, we finally see it: The Mothership, it’s huge, gigantic even, with thousands of smaller ships around it.
The woman grabs the controls, flips some switches and screams. An awesome scream.
She’s ready for battle.
Cut to Evans, still on the ground, looking up at the sky. He is stroking his wedding ring.
Her space shuttle disappears out of view.
Text appears over the final image:
LMNADE
Pharrell x Adidas
Heroes, are the ones you don’t expect.
Edited by Eoin Murray