MBT's Anti-Shoe, staunchly pro-irreverence Kastner & Partners sent me some ads for MBT's "Anti-Shoe." They made a point, right in the e-mail’s subject line, of noting that the campaign is “irreverent.” They also noted that Kastner is “known for its irreverent ‘Red Bull Gives You Wiiings’ campaign.” Irreverence, clearly, is important to these people. Frankly, it’s a quality that’s overrated—just like the Red Bull ads. I’m as irreverent as they come, and it’s never done a thing for me. This ad begins, “Shoes are weapons of mass destruction.” (See a larger version here.) Another execution claims, “The shoe is dead.” That’s edgy stuff. Does Adidas still make Stan Smiths? Those were awesome sneakers. —Posted by David Gianatasio

May 2, 2008 in Gianatasio | Permalink

Comments

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Wow. I don't even know what to say. I am, in fact, flabbergasted. Can someone please contact the FCC to get these guys under control. Their irreverance is almost too overwhelming...in the words of Rod (or was it Todd?) Flanders, "Ow, my freakin' ears!"

Posted by: eddie | May 2, 2008 11:08:15 AM

I've seen this in Men's health and think it is great! The anti-shoe! If you read it and actually THIN K about it, you'll get the message. Open your eyes and you shall see! Step out of your comfort zone and stop being spoon fed. Makes it stand out from the other boring "shoe messages"

Posted by: Brian | May 2, 2008 12:23:22 PM

You have to hit a pretty high standard before irreverence pays the bills I think, and the odd are not good since it's in such oversupply. As for the shoes, my first reaction is that they look like some a fast geisha girl would wear.

Posted by: everysandwich | May 3, 2008 10:22:11 AM

these shoes are wierd looking but i want to try them on. im sure they cost a bunch of money which doesnt make sense because they are way ugly. the only people that would buy these shoes are people below average hieght. i want a pair though.

Posted by: o woolin | May 16, 2008 12:48:47 PM

The CEO of MBT at the time used to run Red Bull...

This campaign seems to be very much a take off on Weiden & Kennedy's Atlanta Olympics campaign for NIKE, if you take a very close look at it. "You didn't win Silver, you lost Gold" etc. etc.

adidas then came with an amazing counter campaign "celebrating all participants"...

We are launching a product that has been in Asia just as long as MBT, but is only just now being exported to Europe and North America...

It would never happen because this brand spends all its revenues on R&D and quality control of the product... which is really actually great marketing in itself...

But, anyway it would be fun to hear some ideas on how to counter this campaign -- with a product that is lighter, more compact, less clunky, more effective, more progressive, more multfacited product line, more advanced technically...

NOT JUST ANOTHER ANTI-SHOE

Posted by: RYN Footwear Spa | Oct 12, 2008 10:17:41 PM

We all love shoes and no matter how many we own, we still end up buying some more. I’m always looking for new shoes and that aren’t those expensive. Although it is not possible to constantly spend money on new shoes, we can certainly have the right to own shoes that make us feel comfortable but are also easily affordable on any budget. Lately I found all that at Shoehustler

http://www.shoehustler.com

Posted by: Louise | Jul 24, 2009 1:44:57 PM

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