Milan-based agency DUDE has launched a new worldwide campaign for Diadora called “The City is What We Make of it.”
A follow up to last year’s “Free to be Me,” shot in New York, DUDE’s latest finds the agency heading to L.A. for an homage to city sports. “Wake up early, look at it: this is our place” the spot begins, before following a group of young people making the city their playground. The 75 second spot is well shot, with intriguing footage of skateboarding, street bowling, rooftop golf and other wholesome urban activities, but the strained copy and smug voiceover have a tendency to undercut the spot’s potential. “Some ride in the gym, we gym on the ride” is an actual line (in reference to bicycle basketball) spoken in said voiceover.
While “The City is What We Make of it” is a clear follow up to last year’s campaign, retaining the “Free to be Me” tagline and spotlighting L.A. the way that campaign did New York, it also feels like a slight departure in certain areas. The new spot has a different tone than the more wistful “Free to be Me,” as well as some more energetic pacing. We’ve included that spot for reference after the jump, along with credits for “The City is What We Make of it.”
Credits:
Creativity: DUDE, Milan (Italy)
Director: Lorenzo Del Bianco
Creative Direction: A+A
Executive Producers: Davide Baldi/Stefano Fanigliulo
Copywriter: Alessia Cassarino
Art Director: Margherita Galloni
Cinematographer: Giacomo Belletti
Line Producers: Alvaro R. Valente/Orlando Valente
Editor: Seba Morando
Original Soundtrack: Guido Smider
Sound Design: Matteo Milani
Color Grading: Gaia Bussolati
Voice Over: Jimmy Styx
Visual FX: EDI