Adidas featured a former Israeli soldier in their new ad.

@ajplus

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SoundTikTok sound · Breaking News

Promoted product

Adidas

Adidas is a brand of clothing and footwear, including track jackets, pants, skirts, socks, and shoes, often styled for versatile fashion choices.

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Why it worked

The video likely resonated due to its strong emotional appeal, juxtaposing a commercial campaign with the humanitarian crisis in Gaza. By highlighting the plight of child amputees and criticizing a major brand's perceived insensitivity, it tapped into a prevalent social and political discourse, driving engagement.

Summary

This video criticizes Adidas for featuring a former Israeli soldier in an ad promoting their single-shoe service for amputees, juxtaposing this with the high number of child amputees in Gaza due to the ongoing conflict. It highlights the dire healthcare situation for Palestinian amputees and the use of makeshift prosthetics.

Structure

1Adidas ad featuring an Israeli soldier with a prosthetic leg.
2Context of child amputees in Gaza.
3Critique of Adidas's campaign and the broader conflict.

Original caption

Adidas is facing backlash and boycott calls after it featured a former Israeli soldier in their new campaign, promoting its single-shoe service for amputees. Israeli soldiers committed crimes against Palestinians, leaving Gaza with the world’s largest number of child amputees. #Adidas #Israel #IsraeliForces #Palestinians #Amputees

More from @ajplus

Product placement

Adidas ACTS: its interface is operated (an ad is shown), it generates or edits something (an ad is created), a visible result comes from it (the ad is shown to viewers). Removing it would change what happens in the video. AJ+ ACTS: its interface is operated (a video is created), it generates or edits something (a video is created), a visible result comes from it (the video is shown to viewers). Removing it would change what happens in the video. UNRWA APPEARS: a source attribution. Removing it would not change what happens in the video. SAVE THE CHILDREN APPEARS: a source attribution. Removing it would not change what happens in the video. UNICEF APPEARS: a source attribution. Removing it would not change what happens in the video. World Health Org ACTS: it states a fact about amputations. Removing it would change what happens in the video.

On-screen text

Adidas featured a former Israeli soldier in their new ad. Israel created the world's largest number of child amputees in Gaza. SOURCE: UNRWA Adidas is facing boycott calls after the new campaign went live, ADIDAS ISRAEL adidasisrael haleivolton00 ADIDAS ISRAEL adidasisrael haleivolton00 -shoe promoting its single-shoe service for amputees. The ad features former Israeli soldier Shalev Biton trying on a shoe and running outdoors. The Adidas campaign was to promote inclusivity. SOURCE: SAVE THE CHILDREN But at the peak of the genocide, more than 10 children lost one or both legs in Gaza every day. SOURCE: UNICEF Israel's genocide in Gaza has left 11,000+ children facing life-altering injuries. The World Health Org says 5,000+ Palestinians in Gaza have had traumatic limb amputations around 3,000 cases since Oct. 2023. Many are performed without anesthesia because of Israel's blockade.

Transcript

Adidas featured a former Israeli soldier in their new ad. Israel created the world's largest number of child amputees in Gaza. Adidas is facing boycott calls after the new campaign went live, promoting its single-shoe service for amputees. The ad features former Israeli soldier Shalev Biton trying on a shoe and running outdoors. The Adidas campaign was to promote inclusivity. But at the peak of the genocide, more than 10 children lost one or both legs in Gaza every day. Israel's genocide in Gaza has left 11,000+ children facing life-altering injuries. The World Health Org says 5,000+ Palestinians in Gaza have had traumatic limb amputations around 3,000 cases since Oct. 2023. Many are performed without anesthesia because of Israel's blockade.