Saturday, March 17, 2012

ASICS Gel Shoes Take Flight During March Madness

This month, ASICS kicks off its global TV campaign with the launch of its new lightweight shoe, the ASICS Gel Neo33.

The ad entered the psyches of basketball fans everywhere with its debut during March Madness. Great venue to reach the perfect target during a period of time when athletes and athlete wannabes are glued to the TV.

The spot begins with runners carrying brightly lit balloons through city streets. Running to the lively soundtrack of Temporary Blues, the athletes convene on a hilltop holding their blue, green and white balloons in a colorful cluster of happiness.

As if by magic, the balloons take flight to reveal a giant ASICS 33 shoe. The shoe gently floats away into the sky, revealing the super: ASICS: The Enemy of Limits.

Interesting tagline and message: ASICS can take you anywhere you want to go.
ASICS Gel Neo33 Balloon Shoe from TV commercial

Thursday, March 15, 2012

White House | Black Market Taps Out Its Style

White House | Black Market is currently airing a new TV campaign that is somewhat reminiscent of Gap advertising from a few years ago ... showing off its latest fashions by toe tapping to the beat of an upbeat dance song.

While the theme of the ad isn't necessarily new, the ad delivers its message in a fun, eye-catching way, using model Coco Roch as the star of the dancing fashion show.

Known for their black and white clothing, the viewer may be somewhat surprised by the splash of red that sneaks into the middle of the spot. In the midst of the sea of sameness, it jumps off the screen, eloquently informing the viewer that White House | Black Market sells more than just white and black clothing.

The main intent of this ad is to launch their new Spring business collection ... the WorkKit. The ad makes an interesting play on words,  tying the collection back to the dancer who happens to be WorkingIt.

Similar to the Gap dancing ads, the new White House | Black Market ad breaks through the clutter, simultaneously entertaining and educating the viewer.

Well done.

Monday, March 5, 2012

Wrangler Sees Red

Wrangler taps into man's animalistic nature with its new "We Are Animals" campaign, seen on TV and print in France.

This is a disturbingly dark campaign that casts the Wrangler brand into a whole new light. The brand emits edginess and a rebellious nature that one would not typically associate with Wrangler.

For Americans, this campaign is a radical departure from where the brand has been in the past ... an iconic American brand that conjures up images of clean-cut, all American cowboys and football players.

 Frankly, I prefer the kinder, gentler side of Wrangler. Hopefully, this campaign will stay on the other side of the ocean.
Sue Northey - Find me on