The New Converse Advertisement Conveys the Fun Life of Sneaker Wearers
Tia Clarke — April 16, 2013 — Fashion
References: whitezine & designtaxi
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.
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.
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.
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