This won an award for advertising in the recent Vimeo awards which brought it to broader attention after it’s launch last year.
It’s not often that you see a brand take such a left turn in it’s promotional thinking
The MFCEO campaign won K-Swiss Client of the Year at the One Show Awards, along with three Gold Pencils for Non-Broadcast/Online, Branded Content/Online Integrated Branding/Consumer Campaign as well as Vimeo recognition.
Danny McBride appears as Kenny Powers, the CEO in an online campaign. The campaign included billboards in Times Square and Venice Beach, a campaign micro-site, New York City subway posters and a 1-888 number where callers could call and hear an inspirational message from Powers.
One of the more interesting and risky brand initiatives that has propelled K-Swiss upwards in the “cool” charts…and very unusual for American advertising.
The Blades launch is quite something (there might be some strong language in this one…!).
It’s an interesting question – what is acceptable in advertising? This keeps winning awards and the ex Adidas marketing chief who commissioned it is supplying sales figures to say it works. Humour is often subjective, but this was a proven character from HBO’s Eastbound and Down and using Kenny was less of a risk than it might appear.
It certainly forces a reappraisal of the brand and this association will stick for a while, not that the company is moving away from it, more ads are in production with Kenny.
One things for sure, these ads make a statement – irreverent and without apology, differentiating the product from everything else on the shelf (and in the store!). That’s why I like it. Bold and brave, but hopefully not foolhardy – time will tell.
K-Swiss are committed and are on a roll.
- Vimeo Awards 2012: The Winners! (pixiq.com)
- Kenny Powers, Vimeo, and the Importance of Online Video Awards (tubefilter.com)
- Mean Ads That Work (adweek.com)