When one envisions waking up, they most likely see themselves as overly tired and sleepy, not wanting to get out of bed. Later walking to the bathroom to brush their teeth and seeing their own exhausted face in the mirror. Finally after shaving, showering and getting dressed they are ready for the day ahead of them. Conversely, in the "Worlds First Intelligent Shoe" commercial by Adidas, a morning routine is something completely different than one can imagine. The person portrayed in the ad is ready to jump out of bed and conquer the world with the help of a pair of sneakers from the very moment he awakens. This is a clear depiction of ethos. He is first displayed waking up from a peaceful sleep to the sound of solemn and peaceful music in the background. "Whenever I wake up, I try and take the shape of the whole wide world I made up" are the lyrics and it leaves the viewer with some thoughts to digest. However, after further analysis, one can see that the person is truly trying to conquer the world ahead of him. The actor then stands up and see's complete darkness, which he later removes through the help of these powerful shoes.
A morning jog isn't usually something which is done during the night time, for that it is called a morning jog. The actor; however, is seen jumping out the door and landing perfectly in the middle of a dark city so he can begin his "morning jog." On the other hand for some awkward reason the runner is running in the very early stages of the morning, even before the sun decided to rise. "The lights were going off" were the very next words expressed and it lets the viewer further understand that the runner is truly making light out of a dark world with the help of his sneakers. Darkness is something that is believed to be insurmountable and causes fear. Nonetheless, he not only overcomes the darkness, but he manages to escape various dangerous occurrences. He even becomes Superman for part of the ad in which he flies through and...