The latest Converse advertisement tries to persuade the public that "shoes are boring" and so, hypothesizes that you should "wear sneakers." The vibrant ads from the iconic high-top Chuck Taylor brand show young people engaged in all sorts of activities and having a hell of a lot of fun in their Converse sneakers. From skateboarding in supermarkets, to boxing on the steps of Brooklyn brownstones to some free-spirited girls getting messy with some paint, Converse wearers are apparently fun-loving Millennials.
The Converse brand has always been synonymous with an alternative lifestyle and were worn by everyone from Blondie to The Ramones. This clever campaign puts the brand into a modern context for Generation Y. By associating formal shoes with being 'square' and conveying Converse as the brand for young free-spirited creatives, Converse has nailed Millennial advertising in the head.
Rebellious Sneaker Psalms
The New Converse Advertisement Conveys the Fun Life of Sneaker Wearers
Trend Themes
1. Alternative Lifestyle Marketing - Offering a fresh perspective on traditional industries by associating brands with an alternative way of life.
2. Youth-centric Advertising - Targeting the Millennial generation by portraying products as integral to a fun and carefree lifestyle.
3. Brand Contextualization - Presenting long-standing brands in a modern and relatable context to appeal to younger consumers.
Industry Implications
1. Footwear - Creating disruptive marketing campaigns that position footwear brands as trendy and rebellious.
2. Fashion - Developing advertising strategies that resonate with the youth market and capture their attention.
3. Advertising - Exploring innovative approaches to connect with younger audiences and convey the brand's values effectively.