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Reebok's TVCs for ZigTech feature Dhoni, Yuvraj

 
MUMBAI: Sports footwear maker Reebok has launched new television commercials featuring cricketers MS Dhoni and Yuvraj Singh.


The new commercials, aimed at pushing the ZigTech Shoes, combine animation with live action to bring athletes’ training regimens and personalities to life in a fun and unexpected manner.


ZigTech ads are created under the brand’s “Ree” marketing platform by DDB Berlin and produced by Logan.


Ree is a fresh voice for the brand that the company says remains true to its DNA and puts it at the center of the conversation and the creative.
 
 Designed to transform each step into a wave of energy while giving athletes a soft and springy ride, ZigTech features a bottom unit constructed from innovative lightweight foam and engineered into a dramatic zig-zag shape. The energy transfer mechanism helps to reduce wear and tear by up to 20 per cent on key leg muscles especially shins and hamstrings. The advertising campaign draws inspiration from this zig-zag shaped outsole to reinforce the benefits of ZigTech technology.


In the Dhoni spot, the cricketer runs from the rooftops of Mumbai and through street traffic, then jumps on a motorcycle and heads to the beach, where he fields and hits coconuts thrown by palm trees. In his spot, Singh jumps on a rope swing, dodges punching bags, and climbs up walls and through tunnels, all in a day of training – before driving off in a convertible.
 
Reebok India director sales and marketing Sajid Shamim said, "The ZigTech commercials help to highlight the training regimes and personalities of Dhoni and Yuvraj in a fun and innovative manner. We give consumers what they need to rediscover their love of sports. We want our consumers to be inspired and to remember that in the end it’s about the journey – about enjoying what you do.”


Reebok India MD Subhinder Singh Prem says, “With the ZigTech advertisements, we’ve leveraged the zig-zag – the iconic visual element from the product – and have created a whole animated world of fun and sport that is energized by this technology. ZigTech is intended to help today’s athletes train harder and longer, so both spots naturally focus on MS Dhoni and Yuvraj Singh’s training regimens – but they also include aspects of the athletes’ off-pitch likes and personalities that provide an element of fun and discovery.”
 
In addition to running ads on TV, the ZigTech campaign features print, digital, out-of-home, cinemas, below the line activation and in-store elements.
The shoe will be available in 10 colours across Reebok stores and is priced at Rs 6999 and Rs 7999.

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