If you haven't caught HBO series Eastbound and Down then it might be worth putting it on your Christmas list. In short, Eastbound and Down is the story of fictitious fallen baseball star Kenny Powers (Danny McBride) whose television series has gained his character cult status in sporting circles around the world.
Along come K-Swiss, adventurous and willing to take an outrageously expensive gamble on the pulling power of fake celebrity spokesperson, Kenny Powers.
This commercial takes a raw and hilariously testosterone-fuelled approach to advertising the K-Swisse tubes in their ongoing campaign based around Kenny Powers's larger then life personality.
Some people may find this ad offensive and apologies if you're one of them, but it would be foolish to think that the strategy behind this campaign is simply to try and create as much shock value as possible.
The target audience is male (primarily American although there is a broader appeal), aged 15-35 with a strong passion for sport. The tone is cocky and irreverent, the attitude is competitive and challenging: Jock-humour.
While focussing on false idol Kenny Powers, this commercial also features a wide range of appearances from some of America and K-Swisse's most powerful and charismatic athletes from NFL to MMA. All bases are covered and catered to.
Of course, K-Swiss ran the risk of alienating the general viewer, but the company took a calculated risk based on an accurate and specific target audience profile. Thanks to these key, market insights, K-Swiss were able to create a television commercial that would assuredly be seen and shared by their precise target audience.
Now if you'll excuse me, I'm just going to swing by the K-Swiss website to see which runners I'll be wearing this summer.
Outsource My Marketing is a full service advertising agency that specialises in TV Commercial Production.
If you would like a quality television commercial produced in Melbourne, Sydney, Brisbane, Adelaide, Perth, Darwin or Hobart then contact Jeremy Hope today on 1300 131 377, Mobile 0418 564 685
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If you haven't caught HBO series Eastbound and Down then it might be worth putting it on your Christmas list. In short, Eastbound and Down is the story of fictitious fallen baseball star Kenny Powers (Danny McBride) whose television series has gained his character cult status in sporting circles around the world. Along come K-Swiss, adventurous
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