LONDON (Brand Republic) - Reebok is launching its new global advertising campaign, dubbed “defy convention”, on Sunday to coincide with Super Bowl XXXV.
The first 60-second commercial, created by New York’s Berlin, Cameron & Partners, will be broadcast on CBS during its Survivor II: the Australian Outback which airs immediately after the Super Bowl.
The campaign will break in France, Germany, Italy, Spain, the US and the UK later this year and will feature print, PoS and internet activity in addition to TV.
The “defy convention” ads feature some of the US’s top athletes, including basketball players Allen Iverson and Steve Francis, as well as tennis player and Wimbledon-winner Venus Williams. The latter recently signed a contract with Reebok thought to be worth £25m and has generated mass press coverage in the last two days with prominent displays of the Reebok logo.
John Wardley, vice-president of brand communications, said “defy convention” was a celebration of individuals who have defied the odds and of Reebok’s innovative new products.