Click here to see the ad on You Tube
Reebok's new 'Run Easy' advertisement is probably one of the first advertisements that features Indian cricket stars in a truly global campaign. Having already hit the airwaves in the United States, the campaign will be launched in India on May 18.
"Reebok is a global brand, this is a global ad that is running around the world and Dravid and Dhoni are important global partners of Reebok," says Lyle Tick, Account Managing Director of the New York-based agency mcgarrybowen, which handle Reebok.
"Reebok as a brand celebrates individuality in sport and life through our 'I am what I am' platform. Dravid and Dhoni are great ambassadors for the brand who embody this philosophy. They are authentic individuals who express themselves in their own unique way both in sport and in life," adds Tick.
The campaign is looking to encourage running as a social activity. It has taken out the competitive edge of running, which is inspiring a spate of customized products in the market.
"The idea of Run Easy was inspired by a conviction that running has, over time, become complicated, overly technical, and overly focused on performance, distance, time... We believe brands have exacerbated this through a focus on the hardcore runner and on the extremes. As a result, the running ideal, presented to the world at large, is less than inclusive or inviting."
"Our goal is to celebrate a more social, fun, and accessible running esthetic and to encourage more people to participate and get active. We want to tell people that it is OK to run however they feel comfortable and we want to show them that running can be fun."
Elaborating on the concept, the advertisement, shot in US and Europe, shows athletes from highly competitive sports running easy on the streets and chatting, running to relax rather than train.
Though street running is not very popular in India, the rise in the number of marathons has brought an awareness, and, above all, like for most products, it is a huge market for the brand. And who better to spread the word than the cricketers?
