Reebok, known lately as RBK, is adding more star power to their "I Am What I Am" campaign, created by New York advertising agency mcgarrybowen. Monday they announced they will be adding actors Christina Ricci and John Leguizamo, Boston Red Sox pitcher Curt Schilling, and NFL Philadelphia Eagles quarterback Donovan McNabb to their campaign. The "I Am What I Am" is the company's largest advertising spend in nearly a decade. The concept behind the campaign is to encourage young people to embrace their own individuality by celebrating their contemporary heroes including music icons, athletes and entertainers.
"Reebok has definitely struck a chord with our 'I Am What I Am' brand message," said Brian Povinelli, Reebok's vice president of global integrated marketing. "Being aspirational and inspirational is key to the campaign's success. Christina, John, Curt and Donovan have intriguing stories to share and they truly embody our brand attributes of authenticity and individuality." The ads give each celebrity the opportunity to break through the fiction that surrounds their public persona.
Overall the design of the campaign is great. But it feels as if the quotes just sort of hang there. And in the billboards without the quotes, the ads just become portrait shots with the RBK logo. For those who have seen the TV or the other parts to the campaign it works, but for anyone who doesn't know of the other ads, it says nothing. One thing I found very interesting, and maybe the best part of the whole sheebang, is that Reebok is going to launch an online forum where the average Joe can create their own "I Am What I Am" ads. They can also nominate someone who they feel truly embodies the campaign message. Now that speaks to individuality, probably stronger than the celeb ads. The campaign broke globally in February and has featured Lucy Liu, Allen Iverson, Kelly Holmes, Jay-Z, Yao Ming, Nicole Vaidisova, 50 Cent, Stevie Williams, and Iker Casillas among others. 50 cent
