New Reebok campaign urges viewers to 'Live With Fire'

In keeping with its global positioning revolving around fitness, Reebok India has recently launched a new integrated marketing campaign. Titled ‘Live with Fire’, the campaign features M.S.Dhoni, John Abraham and Nargis Fakhri and focuses on celebrating people whose lives have been transformed through their active lifestyle and aims at pushing them beyond their set goals. The campaign has been created by McCann Erickson.

[caption id=“attachment_84065” align=“alignleft” width=“380”] John Abraham, Nargis Fakhri and MS Dhoni feature in the campaign[/caption]

Speaking about the ad Somdeb Basu, Brand Director at Reebok India said, “At Reebok, our mission is to empower people to be ‘fit for life’, but we don’t want people to move for the sake of movement; we believe movement is the path to becoming physically, mentally and socially stronger. This philosophy translates well in our new brand mark logo - Reebok Delta. We are thrilled to present three of our strongest assets in a never-seen-before ‘avatar’ and are certain that their fitness moves will inspire people to embark on this new journey. Our creative visuals are interactive, inspirational and imaginative!”

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The film opens with John Abraham sitting on the edge of his bed, wearing his exercise clothes and tying the laces of his Reebook shoes. He gets up, all raring to go. In quick cuts follow scenes where MS Dhoni is jogging through a tunnel, Abraham is doing crunches and Nargis Fakhri is doing squats with a kettleball. Next, we see that Abraham is actually doing crunches atop a tall building’s edge. Again, quick cuts show Abraham lifting heavy weights, Fakhri training with a Zumba team and Dhoni jogging amid traffic cones in a busy street. Towards the end, we see the trio training together and indulging in a boxing match against each other, followed by quick cuts of all three people training intensively. Throughout the TVC, the VO describes how working towards fitness is like the fire that keeps them going. In the end, the VO says, “You have one life. Live it with fire.”

Watch the film here:

With this campaign, Reebok has also officially unveiled its new brand mark - Reebok Delta, aiming to inspire people to live their lives with passion, intent and purpose. The new sign has three distinct parts, each looking at representing the physical, mental and social transformation that people experience through embracing an active lifestyle.

Credits:

Agency: - McCann Erickson
Creative: Pradyuman Chauhan, Talha Nazim
Account Management: Sandeep Menghi, Alok Lall
Production House: Goodmorning films
Director: BOB