Friday, April 06, 2007

REEBOK's new ad messaging: We Know You Suck!


Reebok is a nobody in the running shoe market. So this—please excuse me as I use a hackneyed marketing phrase—targeting the "low-hanging fruit" strategy (or slow-moving runners) makes sense. However, vis-a-vis the execution—as any semi-serious runner, or cardiologist, can tell you—running a 6-minute mile is a much better workout than running a 10-minute mile.
Also, Popeye is reportedly suing the shoe company over their new tagline.
(photo taken by one of copyranter's NYC subway reporters)
UPDATE: Steve Hall at adrants informs me that this tagline is old. Live/Blog/Learn, etc.
previously in specious sports marketing:
1. Head & Shoulders draws play in man's head.
2. Johnnie Walker: Official Sports Drink of the New York Yankees.
3. A-Rod's "milk" mustache.
4. Taglines are DUMB: New York Knicks.
5. Johnnie Walker quarterback.

17 Comments:

Anonymous hjih said...

the punchline to this is their tagline "i am what i am." awwwwwww.

9:51 AM  
Anonymous Anonymous said...

i cannot even believe that's the tagline. what absolute shit. the client loved it because it seemed so familiar for some reason...

10:12 AM  
Anonymous AskACopywriter said...

I am mocking your tagline, that's what I am.

10:49 AM  
Anonymous ricpic said...

Heck, a springbok can do a mile in two minutes.
Without breakin' a sweat!

11:40 AM  
Blogger Middle Name: Stanley said...

I thnk ths advrtsmnt advctes lzinss. Dmn. See, nw I'm wrtng lke RBK.

12:53 PM  
Anonymous Anonymous said...

That same mile equals just 202.4 roundtrips from my couch to the fridge for another beer.

4:26 PM  
Anonymous Anonymous said...

i actually toiled on that god-forsaken Nike wannabe account back in the hellacious day. you will never meet a more dysfunctional lacking-in-running heritage bunch of folks. asthmatics have more credibility "in that space".

i mean, look at that logo. wow!

PS: CR, you can't hate James Joyce. just can't.

11:08 PM  
Blogger copyranter said...

I really don't. really just hate "portrait of the artist as a young dickwad..."

6:05 AM  
Anonymous Anonymous said...

Is that you, CR, in the photo's reflected image?

11:05 PM  
Blogger copyranter said...

It is not. really. like I wrote, it's one of my "reporters." (aka anon submission).

10:34 AM  
Blogger Chris said...

There is an entire subway platform decked out in different variations on this horrid new ad. Fifth avenue stop on the N/R line.

12:03 PM  
Blogger jonathan said...

One of the lines for this plays off "the city that never sleeps". If i see one more damn site-specific ad playing off that, i'm gonna wig. I mean you know most of them are written by New Yorkers, they should have a bit more knowledge of the city to draw from. Someone should do a coffee table book of lazy copy.

11:38 AM  
Blogger Billtron said...

I saw these ads today on a 2 train. Is the typo intentional?

11:48 PM  
Blogger Harry+ said...

They should expect a phone call from Popeye and Edie Brickell's lawyers.

4:58 PM  
Blogger Kevin said...

There's a reebok ad from this campaign with a picture of a guy vomiting. Why, Rbk? WHY!?!

3:31 PM  
Anonymous Anonymous said...

Ok, yesterday i saw one of their ads that says "Stop and smell the garbage. Run easy New York" OMG how dam rude and insulting!!!!

9:58 AM  
Anonymous Anonymous said...

From a public health standpoint, I actually like this one. Nothing wrong with appealing to the fatty who is too scared that running at a lower ability level means they're not qualified to run at all! It's better than advertising to the high performers and having people feel marginalized/inadequate (however much they may be!)

4:24 PM  

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