Reebok Portrays Nike as Big Brother

Reebok Portrays Nike as Big Brother

Challenge: Portray Reebok's DMX jogging shoes being a breakthrough in athletic footwear, a market Nike dominates.The Ads: Two companion spots, now airing in movie theaters in L . A . and elsewhere, portray Nike as Big Brother and Reebok because the wellspring of individuality. Within the first ad, an army of clones runs through otherwise empty city streets, past a building that displays 97005--the Zipcode for Beaverton, Ore., where Nike relies. A narrator recites a slightly edited version of advice from the late Supreme Court Justice William O, as the clones progress. Douglas to law students. As nightfall will not come . . . at the same time, neither does oppression. It really is in these twilight all of us should be . . . conscious of alternation in the environment. Suddenly, the lead clone cracks as an eggshell and his awesome true self emerges--wearing a Reebok tank top and DMX shoes. The next ad shows fearful clones analyzing the DMX shoe.Comment: These ads are just like Apple Computer's famous 1984 Super Bowl ad, where the upstart computer company portrayed IBM as Big Brother. The timing was suitable for Apple, as IBM was many times its size as well as the year was 1984. Reebok is attempting to take advantage of a backlash up against the seemingly omnipresent Nike swoosh. But because the nation's second-largest sneaker company, Reebok is ill-designed for the role of freedom fighter. http://eukp5.pw
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