My YouTube ad of the week: Andy Nairn, Dare

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Andy Nairn reviews K-Swiss


Andy Nairn, chief strategy officer, Dare

Why I like this

From the very beginning of the main film, Kenny Powers stakes out his claim to be the most fabulously obnoxious advertising frontman since the Blackcurrant Tango executive. Like that legendary character, he exudes confidence and charisma and, in turn, presents K-Swiss as a brand that knows its audience and what turns them on.

Admittedly, this turns out to involve a lot of sex and violence. Plus more swearing than the rest of the world's annual advertising output. But the crudity is brilliantly crafted. The characterisation of Powers has obviously been thought through in great detail; the script is beautifully paced, so that there are belly laughs (OK, sometimes breast-laughs) in every scene; and the performances are all superb.

Wish I'd thought of

I love the entire conceit of a foul-mouthed megalomaniac buying the company. But what really makes me envious is the way the team has pushed this idea to the nth degree. This is a timely reminder that it's often the executional details that take an idea from good to great.

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Credits

Brand

K-Swiss

Task

Promote the sportswear brand and, as frontman Kenny says: "Making marketing that touches my audience deep inside."

Execution

The ad shows the fictional US baseball star Kenny Powers become the chief executive of K-Swiss, and how he enlists the help of the Hollywood director Michael Bay, the NFL quarterback Matt Cassel, the personal trainer Jillian Michaels and the martial artist Jon "Bones" Jones to transform the business.

Credit

72andSunny.

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