Reebok and Cardi B turned up on front lawns across the USA to perform impromptu runway walls for a new social-first campaign shot on front doorbell fish-eye cameras to promote its new energy-return Zig Kinetica shoe.
The campaign began when Cardi B posted an Instagram video of her and friends dressed in brightly coloured clothes dancing up a suburban path to the front door all wearing Cardi masks and Zig Kinetica kicks.
The group’s suburban sashay is set to Blaq Tuxedo’s ‘Runway’ and the money shot sees the pop star show the shoe up close to the camera as she unveils herself by pulling down her mask.
As the squad walks away, one of them holds up a bling necklace that says #ZigTheRunway.
Cardi B isn’t the only celebrity Reebok collaborated with for the campaign some major talent in a series of unconventional runway shows to launch and the brand and agency claim that over the next weeks after the launch creative further doorbell camera, runway walks will star other celebrity creatives, musicians and athletes (including Stranger Things actor Noah Schnapp).
The campaign was created for Reebok Senior Director of Global Advertising and Retail Comms Amy Manganiello, plus Senior Manager of Global Advertising Tim Connor, Senior Manager of Global Advertising Laura Demadis, Manager of Global Advertising Caitlin Sullivan, Associate Manager of Global Advertising Shelby Kreienberg, plus Coordinator of Global Advertising Ambry Moss, Senior Director of Brand Marketing & Operations Inga Stenta and VP of Marketing and Digital Brand Commerce Matt Blonder.
The team at agency Venables Bell & Partners was led by Chief Creative Office Will McGinness, Creative Director Byron Del Rosario, Associate Creative Director Ryan Hoercher, Senior Copywriter Jake Reilly, with Chief Operations Officer Kate Marceau Jeffers, Brand Director Kristin Obi, Brand Sup Paris Clark, Brand Manager Kit Guerra, with Co-Head of Strategy Gavin Jones, Social Strategist John Principe, Senior Brand Strategist Dylan Phillips, Head of Integrated Production Hilary Coate, Senior Integrated Producer Andrew Lovold, Integrated Producers Namrata Abhyankar and Livia Biedermann, Business Affairs Manager Sametta Gbilia and Head of Lumberyard Raquel Bedard.
The director was Tyler Hampton, with Executive Producer Sasha White, Line Producer Robert Morales, DP Matt Baker, Post Producer Allison Lee, Editors Daniel Figueroa and Naomi Goodman, Motion Designer Zac Wollons and Assistant Editor Jason Bridges with VFX by Beast
Production was by Wildlife with Directors Scott Friedman and Jake Friedman, Director of Photography Martin Moody, Executive Producer Brandon Del Nero, Senior Integrated Producer Thomas Guindon, Line Producer Ross Kelly, Production Supervisor Shawn Loh, with music supervision, sound design and mix by Barking Owl with creative director Kelly Bayett and Producer/Music Superviser KC Dossett and mix and sound design by AJ Murillo.
“Zig the Runway is about being unexpected and unapologetic about your style. I always do me and keep people guessing and that’s what we’re showing off in this video,” said Cardi B in a press release.
“Reebok Zig Kinetica isn’t like any other shoe that’s come before it and this fashion show is like nothing that has come before it. We’re breaking the mold and blazing our own trail – that’s what Reebok is about.”
Comment:
We know that this ad takes some creative inspiration from The Purge, but it still seems a touch creepy to us.
Sure, it fairly inventive and intriguing, but we aren’t really supporters of trespassing or adult doorbell pranks and we certainly aren’t entirely convinced by the quality of the creative craftsmanship.
While most people use their new doorbell cameras to catch porch pirates and avoid step solicitors (and uninvited neighbours), this initiative turns the new home-tech trend into a marketing platform.
Judging from the quality of this video footage, we’re hoping it doesn’t become part of the marketing mainstream.
Plus, does anyone really want Cardi B and a running brand turn up unexpectedly on our front lawn?
This is neither the first notable campaign for the new Zig Kinetica (see our Conor McGregor fronted animated monster fighting campaign), nor is it Cardi B’s first time fronting a Reebok campaign.
Back in 2019 she led the final chapter of Reebok’s ‘Sport The Unexpected’ campaign promoting the Club C sneaker and an extraordinary set of ‘Nails’.
Links:
Reebok
http://reebk.co/sport_the_unexpected
https://www.facebook.com/reebok
https://www.instagram.com/reebok/
https://www.youtube.com/user/reebok
https://www.pinterest.com/reebok/
Venables Bell & Partners
Leave a comment
You must be logged in to post a comment.