Bring it on.
When you need to push your game to the next level, reach for Powerade.
Advertising Agency: Lowe Bull, Cape Town, South Africa
Creative Director: Kirk Gainsford
Art Director: Cameron Watson
Copywriter: Quinton Ludidi
Photographer: Crispian Plunkett
Published: October 2007
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10 Comments
I love the feel of the ad and it's really nice how the stilts move your eye through the piece but I guess I am just not a fan of the exaggeration (unless this really is a bizarre sport that I am unaware of). The guy running in the background doesn't seem to be running toward the ball or anywhere in paticular, kind of awkward for me.
The guy in the background is running onto the pass the guy on our right is obviously about to make - a classic football (soccer) move.
This add really talks to me - and as I am the target audience that means it works... which I guess is the idea...
Good to know. I am not a sports enthusiast so I guess this just flew over my head. Appreciate the reply.
The good old right-corner-pack-shot trick.
Bad ad.
"Talent is luck. The important thing in life is courage."
The product shot and text can use some art direction, a more agressive layout and fonts. I like the ad, but I think that the environment is too clean. Make it more extreme.
i like the feel of it.
'the feel'--- thats sports now.
but yes, the sub head cud be crisper.
nice one. BRING IT ON :)
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Gosh that's awful. I can't believe you all like it.
It's so utterly masculine.
I play soccer, basketball and pretty much any other sport I come upon. With that being said, everyone I know hates ads like this, especially ones that change current sports to something with, I don't know, stilts.
As a favor to no one, I'm going to e.mail this ad to a few friends who aren't in the ad industry and simply ask, "What do you think of this ad?" No persuasion on any part. I'll post the responses when I get them.
So hand to heart, this is the first response I got. I think it sums it up pretty well. (Note: this guy is not in advertising, but he is in your demographic.)
(Me)
Can you guys do me a favor and tell me what you think of this ad? Thanks.
(Response)
Hope I'm not hurting any feelings, but to be honest, I think it's pretty dumb. Soccer on stilts reminds me of those horrible McDonald's commercials where they play street hoops on rollerblades. The unrealistic premise distracts attention from the product. Both ads make me NOT want to buy the product if only out of spite. Also, if this is supposed to be futuristic (with the subliminal message that Powerade is the drink of the future), it completely misses. It looks like 4 oil workers are taking a break from fighting invading bugs from another planet to play a high-intensity game of stilt-ball before doing things to each other that the Bible explicityly prohibits. I mean, if you were to drop the product from the corner and replace the soccer ball with a giant bug holding a laser gun and you could be looking at a movie still from some terrible B-flick. Needless to say, I'M SOLD!