It is quite a weak advert.

Reebok’s New TV Campaign Launching in May

Reebok and Ogilvy Durban are currently putting the finishing touches on the new TV campaign that is set to launch in May. The campaign is quite different to anything we’ve done before in terms of the execution and visuals. It will break through the clutter of advertising on TV today. It is unique enough to be talked about among friends as one of the best new ads around. The advert continues to position Reebok as the brand for the individual; each and every one if us is born with a unique set of talents. What are you doing with yours? Your move! Reebok.

We don’t want to spoil the surprise too much but rest assured, there has been a lot of time and money invested in this new campaign, and we’re confident that it will resonate with our customers and bring them closer to the brand.

The ad will be flighted across the SABC, ETV and MNET channels, as well as 9 DSTV channels including Supersport 3, Movie Magic 1 and MTV. Starting on the 19th of May, ads over 60 seconds will be flighted. Watch the following programmes on the 19th to get the first glimpse:

MM1- between 17:00 and 19:00
SABC2 during 7de Laan – between 18:30 and 19:00
MTV Base – between 20:00 and 22:00
Series Channel during Boston Legal – between 21:00 and 22:00
Channel O – between 22:00 and 23:00

The new Movie STAR channel on DSTV – between 22:00 and 00:00

Saw this the other night & I agree. The execution as far as the babies go, is quite horrific !!
Maybe the babies are suppose to look like little zombies..

It doesn't matter what Reebok has to say to try and justify this pathetic ad. Like meirlean said.......a turd is a turd.

Have a look at the ad and you will see why everyone is complaining about it.

The only way we can improve the standards of CG in SA is if we get decent budgets to work with. Right now most studios are struggling and barely have enough capital to keep going during down time. Software, hardware and skilled employees are expensive. The few that are doing well enough to keep a good staff compliment either do loads of international work (decent budgets) or make sure their quoted rates aren't negotiated down to shoestring budgets.

If you want good CG coming out of SA then the agencies and production companies need to support their suppliers with decent budgets and regular work.

Something in this ad just doesn't sit right. And it's not just the vacant stares of the babies...

That ad should be pulled out those babies look demonic... scary very scary

No, haven't seen it, does anyone know where it can be viewed? Is it definitely a locally produced commercial? Ta : )

Oh dear. It just goes to prove that cutting corners is the worst way to go. This is a shocker that Reebok should pull immediately. It is going to do a lot more harm than good. Heed these words. Pull it now.

Who did this dreadful piece of poop? I guess no one will take responsibilty.

Money = good animation,
Money = good agency,
Money = good creative.

I like it... Look at the concept...it's just different...we're not used to breaking boundries...

I am not knocking the concept... its okay... I wouldn't call it ground breaking or anything, but its okay...
What i AM trying to make a point on, is that the industry in this country needs to seriously up the standard of execution. I am so tired of hearing excuses...
Just look at the new Wesbank Ad... the whole production was done here, using new technology as far as the camera used to film it. And its mindblowingly stunning!
Beatifully shot and Graded. The sound is fantastic, and the concept is good too.
An "Internationally worthy" locally produced Advert.

The reebok ad is atrociously executed... I mean, the animation is downright BAD... the whole thing looks really fuzzy, and the babies don't look right... not even close!

Yes, it really broke boundries as far as bad animation goes..

South Africa is very used to breaking bounderies. Let's not ever forget the BMW beats the Benz ad, that was (ridiculously) pulled from airtime. What about the first lot of Nando's ads? I think breaking the bounderies is what we do best, which is what makes the Reebok ad so weak with regards to its "concept". Nothing new about using babies to push your product...remember Levi's used the babies with facial hair a few years back? Would be nice if someone could accept responsibility for this shocker.

I see Ogilvy Durbs is responsible for this one. Would love to read the rationale behind it. Would someone be kind enough to post it on this forum?

Rather keep quite if it is. It is so bad that you don't want to be associated with it.

Remember them? I worked on the last batch of them years ago. To say that this new Reebok offering is groundbreaking does advertising a huge disservice. Whoever believes that this is groundbreaking shouldn't be in the business because they clearly don't know what they are talking about. And believe me the Sanlam baby ads weren't ground breaking, they just did a great job for those grey shoed Sanlam brokers, back in the day.

I have asked a bunch of kids aged 12 to 20 what they thought of the Reebok Ad. They love it, they think it is the cutist ad ever. Funny how what you think is bad, turns out to be just what the kids want. It could be that age thing come to bite you in the bum again.

So i am guessing you are connected in some way with the production of this ad, seeing as you went to the trouble of asking 20 kids.... i dont even know that many kids but hey... thats not the point. You just managed to get me at the wrong time of the day...
Whether kids like the ad or not is not the point with which i started this post... the concept, which is okay, but by no means "ground-breaking", is not the point...........
So... let me say this again for those of you who can't read....

The advertising industry in this country seriously needs to raise their damn standards.... the fact that this monstrosity in CG animation even made it onto TV is disgusting... I've seen better animation in the Hi-Q Ads.
Now if it was a small agency involved, fine, i'll let it slide... if it was a small client, fine, i'll let it slide...
BUT... this was apparently done by a Big Agency... An international client....
and they approved it............
give me a break...

anyway, like i said... wrong time of the day...

Yes I see....there is a pattern, both names are four letter words. After all this noise Reebok will sell lots of product via their ad, kids will continue to love the commercial as well as lots of adults. There will always be ads out their that displease some of us. This ad celebrates team work, exploration and most of all fun. Lets have some. By the way have you seen the new Halls commercial, now there something to really wag about.......

I seriously doubt that the target market, the product or the concept is at question here. Tutu, perhaps you should be defending the quality of the animation, as this is the main reason for the posts and not whether you or your Client sell product & whom it appeals to.

The quality of this ad is shocking, by any standards. No wonder so many Clients take their work to South America and the East to model & animate. The RSA market is bombarded by amazing international 3D and 2D animation - from commercials through to programmes. How does the RSA animation industry plan to compete with all the animation candy on TV if the standard here in RSA is shown to be of poor quality? It is extremely obvious that a lot of time was spent in Post to fix up the animated babies and the poor movement. Is this what we want to show the world when RSA says it can animate?

You are still missing the point...
but fine, love the ad if you do... thats your choice...

at least their are some people in the industry that want to see the standard of adverts, and especially CG work, in this country be raised.

and if the people involved in this ad were ignorant of the low quality of work that they put out there, at least now they are aware.
I Hope.

I asked my 9 year old what she thought and she said its scary. So no, maybe its no that we're too old.

-

what exactly do you like about the ad?

...can someone post the advert on youtube or something, I am so keen to see this horrific animation!!!

Thats the cutest ad i've seen in a while people! Dont take life so seriously alright. There's this part were one kid hits the ball with a tennis racket like Roger Federer...go on, take a closer look and you'll see. Lol lol lol

Actually, most people in the Advertising, Production and Animation Industry take their work seriously. If they didn't no one would make any money and the Industry would be a joke. Pretty much like this ad. Lol lol lol

Have to question your "cuteness" rating...the babies bear a close resemblence to Chucky, his Bride and all their offspring. Maybe Chucky's animators were responsible for this shocker?! In which case, well done!!! Great horror :) Seriously, could have done so much more with the whole "born with many talents etc etc"...didn't ANYONE think of sperm & eggs in vitro playing sport?! Now that would have been entertaining :)

OMG! GLAFI! i must have missed that part... tee hee hee lollololol

I was too busy hiding under the bed after being freaked out by the weird mutant babies.... :|


seriously....... i wish the people who worked on this ad had taken it a bit more seriously...

but again.... you've missed the point of this post... again....


(This post is probably a bit uncalled for, but hey, its been a damn long week....)

It makes Vanish ads looks good.

...and so does my two year old daughter

The animation sucks. No amount of "I love it", "kids love it", "its breaking boundries" and of course the lame sport star association will make the animation any good.

Just let it go...

Ag nee man...No one can do worse than Vanish and Oust Air Sanitisor...

at least the graphics there were better, but the Reebok ad is an embarrassment to graphics world, i suspect they used kindergarten kiddies to create those graphics...

Who are they targeting? Kids?

I admit I was complete stunned and horrified at the AIMATION QUALITY of this ad. Methinks primary school kids got busy there? - Shew, how much money and render time for turds?

The only way we can improve the standards of CG in SA is if we get decent budgets to work with. Right now most studios are struggling and barely have enough capital to keep going during down time. Software, hardware and skilled employees are expensive. The few that are doing well enough to keep a good staff compliment either do loads of international work (decent budgets) or make sure their quoted rates aren't negotiated down to shoestring budgets.

If you want good CG coming out of SA then the agencies and production companies need to support their suppliers with decent budgets and regular work.