Lowe Lintas is following up its "belly" commercial for Reebok with
new 60- and 40-second spots entitled "Escape the sofa". They break on 15
In one commercial, a twenty-something urbanite lounges in front of the
TV. He switches off the set and attempts to grab his kit bag, but as he
does so, the seemingly innocuous sofa springs to life. It swallows him
in a bear hug as though trying to suck him in.
The man repeatedly struggles to grab his Reebok kit bag and escape to
the gym, but the sofa determinedly pursues him to the door. The man is
very nearly caught as the sofa hurls itself down the stairs in pursuit,
but it wedges itself in the door frame and the athlete narrowly manages
to flee, kit bag in hand.
The ad ends with the strapline: "Escape the sofa. Reebok."
A completely unbranded ten-second teaser will run before the main
Consumers will see a close-up of a sofa appearing to be breathing
heavily and will then be asked: "Are you sitting comfortably?"
The ads, which will run on TV and in the cinema, were written and art
directed by Vince Squibb and Tony Barry. Frank Budgen directed through
The sofa was created by Asylum and brought to life by a team of
Media is being handled by Initiative Media.
Reebok launched the "belly" spot last November as part of a £4
million television and cinema campaign. Together with a second spot,
which showed a woman outrunning her problems, it marked a move away from
the usual aspirational images used by other sports brands.
Lowe Lintas' managing director, Jeremy Bowles, said: "Like 'belly', this
film continues to differentiate Reebok by focusing on the real and
everyday reasons that motivate people to participate in sport."