New Balance ads tip the scales

By: Joe Ayling - 22 February 2010 17:35

Sports brand New Balance has migrated into the field of short films through its latest online marketing.

The company announced today it is posting a short film each day asking consumers to think about "the balance", starting with today's clip.

The project, in collaboration with Swedish film director Jesper Koothoofd, will undoubtedly speak volumes to fans of the brand.

However, it raises the question of where the line is drawn between branded short film and advert, especially when the film is followed with "retail availability" and "detailed purchase information".

'Tilting the balance' is hands down the best marketing ploy in this case though.

Joe Ayling, news editor.