Reebok is launching one of two new TV ads that were created under the brand’s new “Ree” marketing platform. To kick off the “Ree” campaign, the brand has created TV spots highlighting two key products, Reebok EasyTone and Reebok ZigTech.
The ZigTech TV ads debut today in the U.S., and the EasyTone TV ad will launch on April 12th. The campaign also includes print, out-of-home, digital and in-store executions.
With “Ree,” Reebok is asking consumers to “reethink” their perceptions of sport, and remember that they play, sweat and cheer because it’s fun. It challenges the “winning is everything” mentality and aims to bring back the fun and joy.
“In many ways, the essence of “Ree” is not new for Reebok. The idea that sports should be fun has always been part of who we are as a brand,” said Rich Prenderville, Reebok’s Head of Global Marketing. “Ree is a new, fresh way for us to communicate who we are and what we stand for as a brand.”
The US version of the “Reezig” TV spot features Cincinnati Bengals wide receiver Chad Ochocinco. The campaign uses the unique, iconic “geometric zig zag shape” outsole to reinforce the benefit ZIGTECH technology provides as it absorbs the impact of heel strike and sends a wave of energy along the length of the shoe to help propel the athlete forward with each step.
“With the ZigTech ad, we leveraged the most noticeable visual element from the product and created a whole animated world of fun and sport that is powered by this technology,” said Prenderville. “The discovery elements within the spot, and Chad’s smile at the end, reinforces the brand’s fun approach and attitude and differentiates us from the way many other sports brands would approach the same story.”
The “Reetone” Easy Tone ad celebrates active women.
“We wanted to make sure the TV portrayed very self confident, stylish women and that we told this story in a fun and entertaining way from the moods, rhythm, and movement of the women to the music,” said Prenderville. “And although we focus on great legs and butts, we also made sure the distinct personalities and playfulness of women in everyday situations did not get lost. The whole concept of the Easy Tone product lives up to the “Ree” philosophy of making sport and fitness fun because you can tone while you live your life and that’s what the advertising brings to life.”
The TV spots were created by DDB Berlin.