Fila “First Steps” (00:40) #
This spot for athletic footwear brand Fila is
done in the style of a home video, We see
the first steps taken by little Chris to the
accompaniment of approving sounds from
his proud parents. The little lad gets a
thrill out of just moving around and heads
off on wobbly legs to the front door. Suddenly,
however, he breaks into a run. The
parents’ voices can be heard calling out
his name in panic yet, undaunted, he just
keeps on going through the front garden
and on towards the road, and simply
cannot be stopped. The lad in question
just has to be a future Fila wearer, the
slogan chosen to promote the brand
being “Born to run.”