Reebok has unveiled their ZigTech commercial as part of their campaign for the 2011 ICC Cricket World Cup. The global campaign featuring eight different athletes including Indian cricketer MS Dhoni was created by DDB Berlin.
Watch the TVC and print commercials (story continues below)
The television commercial shows a caricature of Dhoni running through an animated world inspired by the Indian streets. The caricature then enters an indoor facility and transforms into the real Dhoni who picks up the bats and starts hitting power shots.
Sajid Shamim, director - marketing and sales, Reebok India, said, “Our ZigTech launch last year was a huge success. This year, we plan to take it to a whole new level and thus we launched Zig Sonic as the official Reebok ICC World Cup Trainer. The new TV campaign combines the world of animation and reality while the print campaign focuses on showcasing different energy elements like lightening, electricity, windmills to make ZigTech equivalent to Energy. Our idea is to provide something authentic, credible and exciting to the consumer and give them a wholesome proposition to indulge in during the World Cup.”
For the campaign, DDB Berlin merged traditional cell animation techniques with state-of-the-art motion-capturing technology to deliver a sense of motion while maintaining the beauty of hand-drawn lines. Each athlete is portrayed in animation within his specific sports environment before transitioning into live action.