Blog: New Balance ads tip the scales

Joe Ayling | 22 February 2010

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.


BLOG

Act now to keep receiving just-style newsletters

You may have noticed a red alert bar at the top of just-style’s weekly and daily newsletters asking you to “Act now to keep receiving the just-style newsletter.” ...

BLOG

Apparel imports into the US rose in June

Apparel imports into the US rose in June as merchants stocked up for summer and prepared for the back-to-school season, with imports from Vietnam continuing to surge....

BLOG

US retailers under pressure to grow sales as mall traffic slows

Under Armour is to close stores and cut jobs – around 2% of the company's global workforce – as part of new plans to build a stronger and smarter company with faster go-to-market speed and greater dig...

BLOG

Agile logistics key to new hybrid retail world

US retail giant Walmart has topped a list of the fastest growing retailers thanks to its investment in ensuring it has the right balance between its online and brick and mortar operations....

just-style homepage



Forgot your password?