Sunday, July 30, 2006

Refreshing Ads

Most ad campaigns for sports equipment or apparal usually create the impression that if consumers purchase this athletic shoe or that tennis racket, they will become a superstar overnight. Just buy the product.

That is why the current Nike/Bauer 'Earn Your Ice Time' ads are a nice change. The ad campaign is obviously geared to promote their hockey merchandise (nothing wrong with that)but also reinforces an important message as the tag line implies.

Their slick website actually shows videos identifying what training activities will help hockey players improve specific skills. More importantly, it shows NHL stars training themselves.

As these ads are probably geared to a younger consumer demographic, there is nothing wrong with generating sales while putting out a positive message at the same time. Very refreshing.


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