As companies make money, they become bigger. As companies become bigger they make more money. It’s a great cycle of capitalism. At some point though, companies become so big they can’t get out of their own way.
I hate when this happens in advertising. A company gets a big break through, or wins an award. Two months later you see a commercial or print layout touting their accomplishment. That’s great, but what happened during those two months that kept this from coming out a month and a half ago?
This print layout, I found in Sports Illustrated, from Reebok is a great example of a big company being nimble enough to accept and embrace a quick moving moment that doesn’t come around very often.
It just so happens that in a big football game a couple weeks ago, Santonio Holmes won the game and the MVP award, while wearing a nice, shiny pair of Reeboks. Two weeks later, poof, we have a great print ad depicting a pair of Reeboks making the game winning catch in the biggest game of the year.
This print ad is great. It takes a fantastic moment in sports history, that had very little to do with the shoes he was wearing, and puts the spot light on Reebok.
As an account guy, I appreciate this print ad even more. The simplicity is amazing. You take a still shot that was taken by someone else. Create some great copy to go along with it and ship it out the door. The cost is minimal and the impact is far reaching.
Kudos to Reebok and the agency that created this ad.
-The Ultimate Account Guy