Arati Rao
Oct 19, 2010

New TVCs for Reebok ZigTech shoes inspired by the design of shoe

MS Dhoni and Yuvraj Singh feature in the TVCs

New TVCs for Reebok ZigTech shoes inspired by the design of shoe

The zig-zag shaped outsole of the Reebok  ZigTech shoe is the inspiration for two new TVCs  created for the make.  The ZigTech ads are created under the brand "Ree",  a marketing platform by DDB Berlin, and produced by Logan. 

In the ads, the training regimens of cricketers MS Dhoni and Yuvraj Singh are depicted through graphic renditions of the players and the scenarios. In the Dhoni spot, an animation of the cricketer runs from the rooftops of Mumbai and through street traffic, then jumps on a motorcycle and heads to the beach, where he fields and hits coconuts thrown by palm trees. In his spot, Singh jumps on a rope swing, dodges punching bags, and climbs up walls and through tunnels, all in a day of training - before driving off in a convertible. The ads end with the graphic pattern forming the outsole of the shoe and the line “The energy drink for your feet”.

Sajid Shamim , director of sales and marketing at Reebok India, said, “With the ZigTech advertisements, we’ve leveraged the zig-zag – the iconic visual element from the product – and have created a whole animated world of fun and sport that is energized by this technology.” He added that the commercial is an attempt to combine animation with live action to bring athletes’ training regimens and personalities to life in a fun and unexpected manner. “We give consumers what they need to rediscover their love of sports. We want our consumers to be inspired and to remember that in the end it’s about the journey – about enjoying what you do,” said Shamim.

Watch the TVCs

 

Credits:

Advertiser/Client: Reebok India 

Product/Service: Reebok ZigTech

Advertising Agency: DDB Entertainment GmbH, Berlin

Creative Director: Amir Kassaei 

 Art Director: Leila El-Kayem

Copywriter: Leila El-Kayem      

Account Supervisor: Stephen Kimpel

Producer: Christine Kastens      

Production Company: Logan, L.A. / Sterntag, Hamburg

Director: Alexei Tylevich      

Producer: Christopher Lenz / Kevin Shapiro

Editor: Logan

Sound Design/Arrangement: Soundscape Amsterdam

Post Production: Logan, L.A

Exposure: TV, Print, OOH & In store Branding

Source:
Campaign India

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