The student director of this Adidas spec commercial shows the pros how it’s done.

In the incredibly moving spot, Eugen Merher of Germany crafts the tale of a former marathon runner whose body and soul are decaying in a retirement home, until he finds an old pair of Adidas sneakers.

The finish will make you stand up and cheer.

“We tried sending it to [Adidas’] communications department but they didn’t really react,” Merher, a 26-year-old student at the Filmakademie Baden-Württemberg, told The Huffington Post.

Their mistake, Eugen. Nice work.