MUMBAI: Reebok has announced a new global marketing and advertising campaign to cement its brand position -- celebrating individuality and authenticity.
The I am what I am campaign will use icons like Allen Iverson, pop star Jay-Z and actress Lucy Liu
The multi-faceted campaign links all of the brand's marketing and advertising efforts under the I am what I am umbrella. It will be supported by the company's largest advertising spend in nearly a decade.
Created by New York advertising agency mcgarrybowen I am what I am launches globally later this month on TV, cinema, in key print publications and on billboards in cities such as New York, Los Angeles, Chicago, Paris, London and Tokyo. Speaking to Indiantelevision.com this afternoon McCann Erickson national creative director Prasoon Joshi said that in India promotional work on Reebok would begin in a month's time.
The television spots debut during the NBA All-Star Game on 20 February, 2005, and the print ads hit in March publications. The campaign encourages young people to embrace their own individuality by celebrating their contemporary heroes including: music icons Jay-Z and 50 Cent; tennis ace Andy Roddick, Kelly Holmes, and basketball star Yao Ming; screen star Lucy Liu, skateboarder Stevie Williams, and soccer star Iker Casillas.
Elaborating further on the initiative Reebok's global chief marketing officer Dennis Baldwin said, "The I am what I am campaign which celebrates authenticity and individuality is both relevant and inspiring for young consumers. We understand the struggle for today's youth to both fit in and stand out as individuals. Through this campaign, we hope to encourage young people to find their own voice by celebrating contemporary icons who have accomplished their dreams by being true to themselves and following their own unique path to greatness."
Marking the first advertising campaign that mcgarrybowen has created for Reebok, the I am what I am television ads feature portraits of authentic celebrities. Directed by director Jake Scott who is the son of film director Ridley Scott the spots reveal the essential truths of who the celebrities are away from the cameras. Shot by some of the world's best photographers, the print and billboard ads feature portrait shots and
insightful quotes. The ads give each celebrity the opportunity to break through the fiction that surrounds their public persona.
Reebok VP global integrated marketing Brian Povinelli said, "We took a unique approach by enrolling the athletes and entertainers into a campaign that provides them with a genuine forum for self expression. We want the world to know that I am what I am is more than an ad campaign. It speaks to who Reebok truly is as a brand and it is an invitation for today's youth to join in."
On behalf of the celebrities who are participating in the I am what I am campaign, Reebok will make a donation to the charity of their choice, for a total company pledge of $1 million during the next 12 months.
In order to further support the movement to celebrate authenticity, Reebok will launch an online forum on www.rbk.com where consumers will have the opportunity to create their own I am what I am ads or nominate someone who they feel truly embodies the campaign message.
