@ajplus — 18x breakout

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Kids in Gaza inspired the world to call out Adidas' Israeli soldier ad.

@ajplus

2.1M followers · usually 23.1K views a post

Views

408.1K

Likes

67.7K

Comments

1.6K

5.7K

View velocity

+233.0K views over 5.5d · ~42.0K/day · 6 observations

Why it worked

The video effectively leveraged a highly charged geopolitical issue and a well-known brand to create a viral narrative. By juxtaposing the brand's actions with the plight of children in Gaza, it tapped into strong emotional responses and a sense of injustice, encouraging widespread sharing and engagement.

Summary

This video highlights a global campaign by pro-Palestine activists to boycott Adidas. The campaign was sparked by Adidas featuring an Israeli soldier in an ad, while ignoring child amputees in Gaza. Activists used various methods, including AI-generated videos and trashing Adidas shoes, to protest. Adidas Arabia issued an apology, but Adidas HQ has yet to respond.

Structure

1Kids in Gaza protest Adidas ad featuring Israeli soldier
2Activists call for boycott, use AI and trash shoes
3Adidas launches single-shoe option for amputees
4Adidas Arabia apologizes, HQ silent
5Video links the conflict to child amputees in Gaza

Product placement

Adidas (ACTS - its ad is criticized, its shoes are shown and trashed, its apology is mentioned; removing it would change the video's topic) AJ+ (APPEARS - creator's watermark and name; removing it would not change the video's topic)

On-screen text

Kids in Gaza inspired the world to call out Adidas' Israeli soldier ad. And they won. Nobody buys from Adidas. Don't buy Adidas for your kids. Don't buy from Adidas. Adidas launched a single-shoe option for amputees. And chose to feature a former Israeli soldier who lost his leg during the 2021 war on Gaza. Pro-Palestine activists around the globe called out the sports company. Pro-Palestine activists around the globe called out the sports company. Pro-Palestine activists around the globe called out the sports company. Adidas launches single shoe program featuring IDF soldier, but continues to ignore child amputees in Gaza Pro-Palestine activists around the globe called out the sports company. BOYCOTT ADIDAS BOYCOTT ADIDAS Activists even generated AI videos to express their solidarity. Others trashed their Adidas shoes. Adidas Arabia has issued an apology. But Adidas HQ has yet to respond. SOURCE: UNWRA Israel's genocide in Gaza produced the largest number of child amputees in modern history. Israel targets Palestinians' legs as a tactic - which has left many kids in Gaza with lifelong injuries.

Original caption

Gaza’s children inspired a global campaign to call out Adidas – after the company featured an Israeli soldier in its new ad. #Adidas #OneShoeCampaign #Amputees #Children #Gaza