Remote control: Big Brother edition

This is a TV remote control from one of the Russian design ateliers: http://web.artlebedev.ru/everything/pultius/

Powered by 2 AAA batteries, which are loaded into it in the same way as rounds into a double-barrel hunters' shotgun.

The goal was to design a remote control with a more intuitive TV channel selection.

I am looking forward to release of the US version of their remote control, which will have to support up to 850 channels.

Liebherr: Rise of the Machines

PUMA: Why do you run?

Another pretty good commercial I can relate to. These guys really caught the spirit of it.

Q:
Why do you run?

There are no crowds here… No fans to cheer you on…
No competition… No finish lines…
So why do I run?

A:
For the love of it.

Under Armour: THE FUTURE IS OURS!!!

The new Under Armour commercial is one of the most genius sports commercials I ever saw.

It is us or them!
The game has changed!
You are the new prototypes!
We are Under Amour!
THE FUTURE IS OURS!!!

Excellent idea, great timing, seemingly flawless execution!

1) Under Armour built a great premium brand, built up a very strong retail position, and it was totally the right step for them to diversify their brand expanding it into footwear

2) They chose a big bang strategy to make sure everyone gets the message: it is not a brand evolution, but a revolution

3) And what is a better moment to come up with this message and get *really* noticed than the Super Bowl?

4) Look at the positioning: "It is us or them!" This slogan portrays zero tolerance to any competition! We are the Clan! The future is ours! If you are caught wearing Nike or Adidas - even when cleaning your garage - you are not one of us any more!

5) The passion and drive of the commercial are extremely contagious! The references to Matrix are cool too! Few commercials resonated with me more than this one.

6) Finally the Under Armour's commercial is pretty unique!

Just have a look at this Asics commercial: Sound Mind Sound Body



And compare it with this Nike's Just-do-it! thing:



Nike's and Asics commercials are so similar that it is difficult to tell one from the other. They are both high-quality and fun to watch. But they are far from being any unique and do not stick as much as Under Armour does.

Anyways, I just wanted to say there should be some kind of Academy Award for marketing people too, and one of those should definitely go to Under Armour.

Runners. Yeah, we're different.

It was such a neat campaign! It beats even Pearl Izumi with their "We are not joggers!" slogan. It is funnier and less arrogant, and resonates with me one more than a Pearl Izumi's promise of dead bodies on "dumpster-laden back alleys". Pearl Izumi is a bit too serious and even grave at times. Adidas laid out exactly the same message, but it sounds like fun and does not intimidate anyone.

Not sure when Adidas did this campaign, but it was definitely before I got into running. So I was not among its target audience at that time - otherwise I would surely remember it!

Here are more posters from the same campaign:
http://www.chayden.net/Runs/Adidas/index.htm

P.S. Jess, thanks a lot for posting this link on the OCTR site today!

We are not joggers!

I really love the spirit of the recent Pearl Izumi marketing campaign and their slogans. They always resonate with me a lot.

There some cool wallpapers on their web site: http://www.wearenotjoggers.com/

New horizons for just $160

`Nike launched a new ad campaign to promote their AIRMAX series of running shoes.

What is cool about it – they managed to reflect their passion and excitement of running. It is not about fitness, or weight loss, or new super cushioning features. It is all about adventure and new horizons, AIRMAX running shoes will open to you.

Nike rented some premium real estate on Active.com and some other web sites for enthusiasts. If you click one of their banners, you will get to the campaign page:
http://www.nike.com/nikeair/us/?promoID=usar_ad_072606_activeus

They split it into two parts – basketball and running. You can browse the shoes collection, check out interactive ads or watch TV commercials.

The commercials are particularly excellent.

One shows a young couple that got to a desert wearing Nike AIRMAX shoes.
“What is this place?” – he asks.
“I do not know. We’ve never been this far before!” – she answers.

Another guy saw a police chase, and wants to share this with his wife.
“Wait, you ran all the way to the river?!” – asks she with amazement and admiration, not even interested about the police accident.
He is not answering. He just casts a glance at his AIRMAX running shoes as if he did not even realize it, and is amazed himself he did run all the way to the river.

Although I ran into some issues with Nike running shoes in the past, and always go for ASICS, I nevertheless felt like giving AIRMAX sneakers a try…

I am used to buying premium running shoes, but $160 for AIRMAX.360 still seems a little bit steep. However once you realize you pay top dollar not for the shoes, but the new horizons promise, you attitude to it is very likely to change. People are ready to pay for emotionally charged products much more than what they pay for usability and product features. And this Nike campaign is another example of it.