MPC Creative Dreams About Sportswear All Day to Mark Palace/Adidas Collaboration

By Erik Oster 

Back in July, MPC Creative launched one of the stranger spots you’re likely to see this year with its intentionally bad spot promoting London-based skateboarding brand Palace’s collaboration with Reebok starring Jonah Hill. Now the agency is back with another wacky effort promoting Palace’s collaboration with Adidas, entitled “All Day Ich Dream About Sportswear.”

Like its predecessor, the spot is intentionally over-the-top, this time with a stereotypically European twist. “What does Palace Adidas mean to me?” asks the narrator of the spot as he seems to play a game of squash against himself. “It’s all in the name,” he says, outline how each letter refers to things like “Performance” and “Attitude.”

He concludes with Adidas standing for “All day ich dream about sportswear,” with more than its fair share of intentionally ridiculous moments along the way.

If you like MPC’s brand of quirk in the aforementioned spot, you might appreciate this one as well. That said, the idea (which wasn’t exactly groundbreaking the first time around) feels less fresh in the follow-up effort. It also suffers from the lack of Jonah Hill.


While the new lead actor does an admirable job, he doesn’t quite have the character of Hill’s reluctant delivery.


Brand: Palace Skateboards
Project: Palace X adidas
Directors and Writers: Lev Tanju, Stuart Hammond
Producers: Richard Skinner & Johnny Blick
Production Company: MPC Creative
DoP: Stuart Bentley
Offline Editor: Ben Crook @ Speade
Sound Design: Ed Downham @ Wave Studios
Music Supervision: Major Tom
Track: ‘We Can Upgrade You’ by Alexey Leonov & Friederich James Sebastian
VFX Producer: Edwin Elkington
VFX: Franck Lambertz, Iain Murray, James McIver
Grade: Eva Pomposa @ MPC