New Delhi : This ICC Cricket World Cup, Reebok brings the enormously admired faces of Indian cricket, MS Dhoni and Yuvraj Singh in the high decibel ZigTech commercial, part of a new global ZigTech TV campaign with eight different TV spots featuring some of the world’s greatest athletes. The campaign, created by DDB Berlin, will run in more than 27 markets worldwide and also includes print, out-of-home, digital and in-store executions.
The campaign will feature eight different athletes from seven different sports in their own unique ZigTech TV spot. They include: star NBA rookie John Wall; NFL quarterback Peyton Manning; NHL superstar Alex Ovechkin; British boxing champion Amir Khan; British Formula One driver Lewis Hamilton; World Cup-winning Spanish goalkeeper Iker Casillas; and Indian cricketers Mahendra Singh Dhoni and Yuvraj Singh.
According to Sajid Shamim- Director Marketing & Sales- Reebok India, “Our ZigTech launch last year was a huge success. This year we plan to take it to a whole new level and thus we launched Zig Sonic as the official Reebok ICC World Cup Trainer. The new TV campaign centered on Zig Sonic combines the world of animation and reality while the print campaign focuses on showcasing different energy elements like lightening, electricity, windmills to make Zigtech equivalent to Energy. Our idea is to provide something authentic, credible and exciting to the consumer and give them a wholesome proposition to indulge in during the World Cup. ”
The commercial focuses on new Zig Sonic shoes equipped with ZigTech technology which is proven to reduce wear and tear in key leg muscles thereby enabling athletes to train longer and harder. Zig Sonic has been introduced as the official trainer for ICC World Cup 2011 and all Reebok athletes trained in the same before the campaign. This Zig TVC will be visible during all live matches of ICC World Cup 2011.
The Commercial shows a caricature of Dhoni running through an animated world inspired by the Indian streets. The caricature then enters an indoor facility and transforms into the real Dhoni who picks up the bats and starts hitting power shots, being energized by Zigtech.
For the campaign, DDB Berlin merged traditional cell animation techniques with state-of-the-art motion-capturing technology to deliver an authentic sense of motion while maintaining the beauty of hand-drawn lines. Each athlete is portrayed in animation within his specific sports environment before transitioning into live action.
ZigTech footwear, launched in 2010, features special lightweight foam that is engineered into a dramatic, geometric, zig-zag shape to conserve and return energy to the athlete. In 2011 Reebok is also introducing apparel to the ZigTech product range. Both ZigTech apparel and ZigTech footwear are prominently featured in the campaign are currently available at leading Reebok stores.