A very fun, artistic spot released by Adidas for Kevin Garnett's new basketball shoe. The first time I saw it was on TV and the war scene caught my eye immediately. I kept thinking, "is that KG?" and then got the payoff when I saw the last scene. I like it, especially the juxtaposition of the quiet piano music. The name of the spot is "What's Inside." I like the title, even though it is similar to "Intel Inside." It hints to the character of the athelete and the thought that it's the athelete inside the shoe that matters. Overall a pretty good combative move against the old LeBron James
Unfortunately I can't find a free viewing version on the web. If you have an Ad Age login you can see it on the spots of the week.
I will submit my own opinion on this one. The new spot launched during the MacWorld conference about the Intel chip. The spot is an obvious cut at the PC world; I quote, "Starting today the Intel chip will be set free and get to live life inside a Mac". Once again an ingenious spot for Apple. Why? well it's true that there is no real chance of Apple taking over the computer market, but in the eyes of the savvy consumer (the target audience) Apple just took the upper hand. Who cares if PC users get mad, who cares if Intel is upset. This ad is made to get Mac users to buy more Macs and be proud of it. Once Intel finds out how many of these chips their selling in Macs, because of Apple's marketing, their complaints will gradually become silent.
This spot was submitted by my friend Stephen, a copywriter at Ogilvy NY. He suggested that the best format for the spot would be in a movie theater with surround sound. I couldn't agree more. Honda is a company built on innovation. Does this spot hit fit the brand?