The Big Idea // Campaign Concept Series
Goal: Remind consumers why they fell in love with Reebok in the first place; entice the new
generation of consumers by showcasing Reebok’s iconic status thus demonstrating why they
should fall in love with the new generation of Reebok Pumps.
Advertising Appeal/Strategy: Nostalgic Storytelling //Product as Star: Faux Movie Poster
Simple Stories with satisfying conclusions make entertaining ads. Playing off an old retro Aliens
movie Reebok ad, I came up with the idea to represent the product as a hero by developing a
series of movie posters that will feature each sneaker released in the 25th Anniversary Pump
Series. To ensure effective copy, I have employed the A.I.D.A. Model:
• Attention: The ads demonstrate the product in it’s natural environment, thus evoking the
familiarity of the urban athletic environment and social setting of our core consumer group. We
also attract interest by creating ads that, at first glance, appear to be movie posters. However,
upon closer inspection, they realize the star of the poster is not a celebrity, but the product,
which strikes their curiosity enough to find out what the ad is all about.
• Interest: We create interest by demonstrating the value of the Reebok Pump, and its patented
internal pump system which allows for adjustability and ultimate comfort.
• Desire: The adjustability benefit of creates desire by communicating an ability to solve the
common problem of discomfort among other sneaker brands.
• Action: Finally, the ads will convey the iconic status of the Reebok brand which sends the
message that with the Reebok Pump, all athletes have the potential to become athletic
warriors and sports hall-of-famers. The social media and website information (as well as
hashtags) will serve as the call to action to ensure the consumer takes further action to
engage and interact with the brand online.
