This ad for Adidas goggles was another of my favourites from last autumn. A great image and a great hook.

According to Chad Sayers ‘when I see everything, I can ride anything’. Now, I’m guessing that, like me, you haven’t heard of Chad Sayers. But who cares? This is a great aspirational idea. If I wear these goggles, I can ride anything.

And look at this guy. I’m pretty damn sure he doesn’t have a face full of snow because he fell off the drag lift. He’s been freeskiing in that really cold, light, snorkel-required powder that we all dream of.

This ad makes you want. Therefore it’s a success.


That snow looks very, very cold. Still, he can see.