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In its latest ad for Kickers, Karmarama is attempting to reach the brand's core 16- to 25-year-old demographic by creating a 60-second spot that attempts to be more like a music video than an ad. Fast-moving animation and slogans are interspersed with live action shots and backed by a specially created rap about the history behind Kickers shoes. The campaign has been created to promote the company's strategy of "go do something new".