We marketers usually talk about truly connecting with your customers through your advertising. However, in all honesty, though I've liked ads before, I have never felt any ad was speaking specifically to me. Though recently I saw an ad from asics and for the first time I felt that elusive connection. It is an amazing ad and spoke directly to the runner in me. (see video below)
Besides the obvious message in the ad, I like that they did not explicitly push their product. Instead they highlighted the message/connection (motivation for running) and tastefully placed their product. I once saw a statement from asics that they were "for runners by runners". With ads like this, I believe it.
Have you ever felt like an ad was speaking directly to you?
Did you also look at this one? http://www.youtube.com/watch?v=gsxigPA1KPk What struck me with this was that coupled with the "releasing more than sweat" angle were the barriers he had to break through. It's hard to explain, but it's something I can relate to when I run; hypothetical barriers that I need to push past so that I don't give up despite my body's desire to. Not sure if that's what they were going for but that's what I got from it. Definitely love the campaign :)
I agree Brett, I think it's excellent as it doesn't give you the feeling of being 'sold' something.
I saw the ad Chrissy and I think it was brilliant as well, similar concept but slightly different. I think asics have got it right with this campaign. They have managed to connect and speak to runners with different motivations, that have one thing in common, they don't just run to exercise.
When my current running shoes need replacing, I am surely going to give asics a good look. Well done asics!
ReplyDeleteI literally use my asics to release more than just sweat as well when I run.
ReplyDeleteI agree with the marketing push to give runners a sense of community in identifying with a core message, brought to you by the brand.
As opposed to "our brand is so cool, look who else uses it"
Did you also look at this one? http://www.youtube.com/watch?v=gsxigPA1KPk
ReplyDeleteWhat struck me with this was that coupled with the "releasing more than sweat" angle were the barriers he had to break through. It's hard to explain, but it's something I can relate to when I run; hypothetical barriers that I need to push past so that I don't give up despite my body's desire to. Not sure if that's what they were going for but that's what I got from it. Definitely love the campaign :)
I agree Brett, I think it's excellent as it doesn't give you the feeling of being 'sold' something.
ReplyDeleteI saw the ad Chrissy and I think it was brilliant as well, similar concept but slightly different. I think asics have got it right with this campaign. They have managed to connect and speak to runners with different motivations, that have one thing in common, they don't just run to exercise.