New Balance, in one of the commercials for its new “Make Excellent Happen” campaign, makes a relatively rare move of comparing one of its shoes to its largest competitor, Nike. The Nike Lunarglide is shown on digital scale weighing 11 ounces while New Balance's new 890 is shown on a scale next to it initially weighing 11.1. After a bunch of nuts and bolts are literally dumped from the New Balance shoe, the weight of the 890 is shown reduced to 9.7 ounces.
The ad is viewable on Youtube at http://www.youtube.com/watch?v=Qp_A4AK7CEA&feature=related.
In the 16-second commercial, the narrator first intones, “Introducing the New Balance 890 with REVlite.” A hand then pours out a clank of screws out of the 890 to reduce the weight from 11.1 ounces to 9.7 ounces. The narrator then continues, “It weighs practically nothing…It's about to change everything…New Balance. Let's make everything happen.”
Another Youtube video lasting 1.24 minutes features Patti Gasparian, an account manager, discussion the in=depth features of the shoe. But in the same vein as the commercial featuring Nike, it begins with an yellow business envelope reading “Top Secret” alongside an Asics logo in the return address area.
That video is viewable at http://www.youtube.com/watch?v=h5ROSqkztOE.
