Real people display Reebok’s versatility in latest Lowes film
By HARRIET GREEN, campaignlive.co.uk, Friday, 21 March 1997 12:00AM
Lowe Howard-Spink unveils a moody new film for Reebok this week, featuring real people instead of the more usual sponsored athletes.
Lowe Howard-Spink unveils a moody new film for Reebok this week,
featuring real people instead of the more usual sponsored athletes.
The commercial, entitled ’storm’ and shot in black and white, follows a
selection of sportspeople, including a cyclist, a female runner, a
basketball player and a boy footballer, as they cope with the onset of a
Wearing Reebok trainers, the athletes use the rain to test and enhance
their sporting skills. For example, the basketball player practices his
agility by weaving across the slippery surface of the pitch. The action
is accompanied by Beethoven’s rousing Seventh Symphony.
’Storm’ is backed by a pounds 3 million media spend and will be shown
nationally on ITV, Channel 4 and Sky in three different versions lasting
90, 60 and 20 seconds.
The ad was written by Paul Silburn and art directed by Vince Squibb at
Lowes. It was directed by Tarsem through @radical.media.
Robert Fallow, Reebok UK’s marketing director, said: ’The heroes of this
commercial are our products. No matter what the conditions, and no
matter what your sport, they give you the competitive edge. Not all
sportswear advertising has to feature sponsored athletes and we
deliberately decided to use real people in order to to demonstrate the
versatility and variety of the Reebok range.’
The new film follows two recent star-studded blockbusters created by
Lowes for Reebok. ’Dream team’ united George Best, Sir Bobby Charlton
and Ryan Giggs, while last year’s ’field of dreams’ collected together
20 celebrity football lovers including Jarvis Cocker and Anna Friel.
Next week, Lowes will unveil a football film for Reebok which stars
Giggs, Peter Schmeichel and Dennis Bergkamp as a daffodil seller, pig
farmer and a worker in a cheese factory respectively.
This article was first published on campaignlive.co.uk
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