Venerable bootmaker Dr. Martens is celebrating a half-century in business, and to mark that feat, it commissioned 10 bands to cover 10 songs, with each getting a custom video by one of 10 different filmmakers. The latest installment features Danish duo The Raveonettes covering The Stone Roses’ classic “I Wanna Be Adored.” The video/Doc Martens commercial — directed by Cass Bird and Molly Schiot — can be seen above, while a making-of clip is posted below.

Other contributions to the series include The Noisettes’ take on the Buzzcocks’ “Ever Fallen In Love With Someone You Shouldn’t’ve” (watch here) and Black Rebel Motorcycle Club’s rendition of “Dirty Old Town” (watch here), the Irish standard written by Ewan MacColl in 1949 and famously covered by The Pogues on 1985’s Rum, Sodomy and the Lash. Dr. Martens also is giving away free MP3 downloads of each of these tracks in exchange for your name and e-mail address (or just some made-up contact info).

DOWNLOAD: The Raveonettes’ “I Wanna Be Adored”

See the making-of video of “I Wanna Be Adored” after the jump…



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