Posted by Sheila Shayon on April 6, 2010 10:19 AM
Sidney Crosby is making his first big advertising appearance since he helped win the gold medal for Canada in hockey at the Winter Olympics.
Crosby played an integral role in Canada’s successful run for the Olympic gold medal in hockey. The exposure paved the way for his foray into television commercials and the latest series from Reebok, which features a variety of sports stars. Already featured is football star Chad Ochocinco, and upcoming spots include hockey star, Alex Ovechkin and racecar driver, Lewis Hamilton.
Some spots take a personal approach when showcasing the celebrity athletes. Ochocinco’s ad, for example, focuses on his big personality and includes cheeseburgers and Twitter. Crosby’s commercial, however, strictly hones in on the platform that made him a star: hockey. The tagline for both Zigtech spots is “The energy drink for your feet.”
All this comes at a time when Reebok has drawn the ire of some for its upcoming EasyTone line and its accompanying campaign that displays women’s scantily clad derrieres. The ads claim that the brand’s feminine sneaker line is responsible for the women’s toned behinds. The EasyTone spots will begin airing next week, following the Crosby spot.
In response to critics, EasyTone is adding a spot showcasing men’s backsides to promote a line for men, and to level the playing field in terms of sexism. Though one has to wonder if two wrongs make a right in this scenario.
Sports and advertising have long been great bedfellows – a mutually beneficial and lucrative relationship. The ramp-up afforded by digital and social media has transformed it to a new level of brand marketing, where star athlete and product make for winning spots every time.
Well, most of the time. We’ll keep an eye on Tiger Woods.