I am what I am !

-
Nopes, it is not a rigid male-chauvinistic I-care-balls-about-the-world kind of attitude reflection, but the latest global big-budget campaign launched by Reebok, alias Rbk, to communicate the attitude the brand reflects, and subsequently endorsed by the featured celebrities – that of an Assertive and confident individual, and their real life behind the cameras.
Launched on 7th Feb’05 , the biggest campaign to be launched by Reebok, it signifies authenticity and individuality. Says the Chief Marketing Officer of Reebok, Dennis Baldwin “Through this campaign, we hope to encourage young people to find their own voice by celebrating contemporary icons who have accomplished their dreams by being true to themselves and following their own unique path to greatness."

BW further adds (Business World dated 2nd May’05) that the big budget campaign has been met with criticism in the UK and Malaysia, with anti-gun protests over 50 Cent’s 60-sec commercial. The commercial features Curtis Jackson of 50 cents counting from one to nine, referring to the number of times he was shot in NY in May 2000, and then talking about how he survived that to become a successful singer. Accused of “promoting the Gun Culture”, the Ad has been pulled off from the UK and the US media.
Incidentally, as mentioned in the magazine, the band has a big fan-following in India, and so the Ad would be featured here, according to Subinder Singh Prem, MD of Reebok India (a Rs. 250 Cr enterprise), along with basketball player Allen Iverson and rapper Jay Z.
Also, different versions of the Ad are customized for the Indian consumer, featuring Indian cricketers – Rahul Dravid, Harbhajan Singh, Yuvraj Singh and Irfan Pathan – endorsing their own story and using this campaign as a forum for self-expression and the brand in the print version of the brand!
The campaign has been made by McCann Erickson, under the patronage of the creative director, Prasoon Joshi.
The website, http://www.rbk.com/, can be used to create your own “I am what I am” Ad, or recommend someone, who is worth the shot !
Wanna check it out? ;-)

Comments

Post a Comment

Popular posts from this blog

Socio-economic Classification - Are we (in) SEC C?

-
Image
Acknowledgements for this entry go to the interviewers in my last mock-interview, who asked my about the SEC bands and specifics! SEC, i.e. Socio-economic Classification is a classification made in the urban and the rural sector, to identify the consumption pattern and the household purchase behavior. Based on education levels, occupation, type of household , etc. the population is divided into separate bands, called the Socio-economic Classes. The Urban Sector is divided into SEC A1, A2, B1, B2, C, D, E1, E2 (Calculated as a function of Educational qualifications of the CWE* and his occupation) The Rural Sector is divided into SEC R1, R2, R3, R4 (Calculated as a function of Educational Qualifications of the CWE* and the type of the household he stays in – Pucca, Semi Pucca or Kaccha) Following is the exact division in the Rural Sector: ( Source : Ficci Press Release ) Unfortunately, I have still not been able to find out the exact details about the urban classification. But Accord...
Read more

All women need to strip off….

-
Image
..the biases ..the stereotypes ..the perceptions ..the others in you No this is not a note on pornographic innuendoes, neither is it a set of tips to succeed in an MCP world. This is a collection of a little reflection, inspired by the monotony of over empathizing celebrations of Women’s day! Have you ever wondered - Why is Pink Panther a comedy and Black Panther an action hero film? Why is it that in spite of more movies in Bollywood now with lady protagonists, the Superhits – the highest grosers are still the ones that drive machismo? Why does our behavior towards women in our lives get determined by the lunar calendar? Is respect for women seasonal? Right from childhood to whatever you might term as “later stage of life” – women go through stereotypes. Some use hashtags to summarize their #MeToos, while others lock themselves in a room, praying for a better afterlife or silently waiting for the Phoenix to get up and change the world! Some empathize with their co-sufferer...
Read more

Pay it Forward - and be happier!

-
Image
Call it Gift Economy, "Pay it forward" or selfless, or just Social Impact - it has now been proven by Experts at Harvard also, that there is nothing more gratifying and nothing gives you more happiness than helping others and making them feel good! :) Though not sure of the connect with the brand, but would rate this high on the emotive appeal! :)
Read more