So, Reebok has come up with a new angle for their advertising. Running is fun and easy, as opposed to the commonly seen "I'm a warrior and will swallow my own barf while running" approach.
I must admit, I like the direction of the campaign even though I don't like using that mindset in my own life. Not everyone is hardcore about exercising or running. In fact, I think the majority of people are more of the casual runner. This approach definitely seperates themselves from a category filled with "Just Do Its", "Impossible is Nothings," and an overall swagger of the hip hop culture.
I'm surprised it took someone this long to market directly to the fat, lazy Americans rather than the few go-getters. When was the last time you saw an athletic apparel company promote the message of "It's ok buddy, don't overexert yourself, you're great just as you are"? As much as that mentality makes me nauseous, I think it'll work.
BUT, I think the executions that I've seen to this point could be better. The ad above doesn't make sense to me. As a copywriter I value clarity. Maybe I'm an idiot, but I don't understand the headline. "What are you just doing?" I don't know what the hell that means. How about "What are you doing?" To me, that makes more sense with the image. Maybe it was a typo. Ha!
The TV campaign is going to use the message "Run at the speed of chat." I like the idea a lot. But I don't like that line. Maybe it's because I can see myself getting reamed for bringing a line like that into class. I can already hear the "write that 50 more times," "I don't think that lines quite there yet," and "eh, it's ok."
The billboards and posters will read "Why are you hitting the wall? It hurts." and "Run + Puke + Run = Crazy."
So what do you all think? Does a campaign like this work for you? Is doing a 180 on the current state of athletic gear the way to go?