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Nopes, it is not a rigid male-chauvinistic I-care-balls-about-the-world kind of attitude reflection, but the latest global big-budget campaign launched by Reebok, alias Rbk, to communicate the attitude the brand reflects, and subsequently endorsed by the featured celebrities – that of an Assertive and confident individual, and their real life behind the cameras.
Launched on 7th Feb’05 , the biggest campaign to be launched by Reebok, it signifies authenticity and individuality. Says the Chief Marketing Officer of Reebok, Dennis Baldwin “Through this campaign, we hope to encourage young people to find their own voice by celebrating contemporary icons who have accomplished their dreams by being true to themselves and following their own unique path to greatness.”

BW further adds (Business World dated 2nd May’05) that the big budget campaign has been met with criticism in the UK and Malaysia, with anti-gun protests over 50 Cent’s 60-sec commercial. The commercial features Curtis Jackson of 50 cents counting from one to nine, referring to the number of times he was shot in NY in May 2000, and then talking about how he survived that to become a successful singer. Accused of “promoting the Gun Culture”, the Ad has been pulled off from the UK and the US media.
Incidentally, as mentioned in the magazine, the band has a big fan-following in India, and so the Ad would be featured here, according to Subinder Singh Prem, MD of Reebok India (a Rs. 250 Cr enterprise), along with basketball player Allen Iverson and rapper Jay Z.
Also, different versions of the Ad are customized for the Indian consumer, featuring Indian cricketers – Rahul Dravid, Harbhajan Singh, Yuvraj Singh and Irfan Pathan – endorsing their own story and using this campaign as a forum for self-expression and the brand in the print version of the brand!
The campaign has been made by McCann Erickson, under the patronage of the creative director, Prasoon Joshi.
The website, http://www.rbk.com/, can be used to create your own “I am what I am” Ad, or recommend someone, who is worth the shot !
Wanna check it out? 😉

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