5 06 2009

From Rachel Gillette

This ad is interesting because the commercial, very clearly, uses positioning to compare the competition to their brand. The most effective part of this ad is that, using a song to entertain, the entire commercial consists of a list of all the ways the consumer’s life and everything he values will fall apart if he uses an alternative product. Not only does the ad set up how important a shoe is to a soccer player, but the claim that resonates is that any other shoe will end in certain destruction. Although the ad was meant to cut down other shoe brands, the main message for the entirety of the ad is shoes=bad. This does not necessarily minimize the cleverness of this advertisement, but is an angle to be noted.




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