MEDIA CHOICE: Jeremy Lee, Campaign's media reporter, picks Reebok's "Sofa Games" activity

"Reebok's 'escape the sofa' TV ad was a stark warning that there is more to do in your spare time than slump in front of the TV. It has developed this concept with a series of sofa-themed events across the UK. Sofas have been turned into goals for five-a-side football tournaments and into street furniture for BMX riders and skateboarders. Reebok has teamed up with local record labels to provide the music. Tickets for the events are free and are being promoted through pirate radio, flyers, six-sheets and motorised sofas. Often turning ads into events can be clumsy, crass and over-commercialised, but Reebok emerges with its credibility with its target audience enhanced."