In our series of 12 Ads of Christmas so far, we’ve sent you 12 Engines Humming, 11 Cards a-Swiping, and 10 Sleepers Sleeping.
While the popular tune below, 12 Days of Christmas, references “Nine Ladies Dancing,” our post will replace them with 9 Shoes a-Sneaking.
“On the twelfth day of Christmas, my true love sent to me,
Twelve Drummers Drumming,
Eleven Pipers Piping,
Ten Lords a-Leaping,
Nine Ladies Dancing,
Eight Maids a-Milking,
Seven Swans a-Swimming,
Six Geese a-Laying,
Five Gold Rings,
Four Calling Birds,
Three French Hens,
Two Turtle Doves,
And a Partridge in a Pear Tree!”
Everyone wants to start the new year off fresh and what better way to do so than with a new pair of shoes?
Ready, set, go … check out the highlight reel from this year’s best shoe and shoe-brand ads on television!
1. Nike – “Kyrie Irving: #11”
In our September 2018 agency roundup, we discussed the series of Nike ads that celebrated the 30th birthday of Nike‘s iconic tagline, “Just Do It.” The ads featured some of today’s greatest athletes, including Serena Williams, LeBron James, and Colin Kaepernick. “We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward,” said Gino Fisanotti, Nike’s Vice President of Brand Marketing for North America. Since being released, the ad, created by Wieden + Kennedy, has garnered praise and sparked controversy across social media. It’s also been commended by creative leaders in the ad industry, so expect to see it on the awards circuit.
Nike‘s Colin Kaepernick ad is powerful, to say the least. And this commercial starring NBA player, Kyrie Irving, is no different. In just one game of basketball, it exhibits the intoxicating signs of love, guidance, pride, and sacrifice between a father and son.
Kyrie Irving’s words about his father are hauntingly beautiful. “But, he sacrificed his dream so that I could live mine … He’s the reason I wear #11. I want to be the reason no one else will.”
Is there a better treat than a wonderful family bond showcased during the holiday season?
Between October and November of last year, Nike spent over $17 million on TV ads. The brand is on track to spend less during the same two months of 2018.
2. Under Armour – “Will Makes Us Family”
The theme of family flourishes during the holiday season. While Nike’s ad referred to a father and son, this Under Armour commercial emphasizes that you don’t have to be blood relatives to be family.
You can just be connected by, say, your perseverance and ambition, as these elite athletes in the ad are: Lindsey Vonn, Misty Copeland, Anthony Joshua, Jordan Spieth, and Cam Newton. The song, “You Can Make It If You Try,” plays fittingly in the background.
During quarter four (Q4) 2017, Under Armour spent $1 million on TV ads. The brand has already spent the same amount this year.
3. Adidas – “Originals is Never Finished”
In this commercial, “original” could easily mean “you.”
“Original is never finished” and, as human beings, we are constantly evolving.
Every time New Year’s rolls around, we ask, “Can we just start over?,” hoping for a blank slate. But, we don’t need a fresh start. We’ve gotten this far and, if we persevere, we’ll meet our goals eventually.
Adidas urges you to “Keep pushing on. Things are gonna get better … It won’t take long … Keep pushing to the top.”
While the brand spent $2 million on TV ads between October and November 2017, Adidas is not on track to spend that amount this year.
4. Reebok – “Reebok Skyscape Forever”
A pair of Reebok Skyscapes would make the perfect present!
In this commercial, Reebok claims that its Skyscape shoes are so comfortable that you won’t even realize you’re wearing them.
Plus, they’re also cute enough that a famous model like Miranda Kerr would wear them.
So, even though Reebok didn’t pay for any TV ads during Q4 2017, this ad is still a real win-win.
5. New Balance – “LAZR Focus”
The New Year’s mentality is back with this New Balance commercial.
Most people make resolutions, but not all of these people achieve their goals. New Balance understands the difficulty in following through on one’s own objectives. The brand’s advice to viewers is to “Keep your focus.”
Between October 2017 and November 2017, New Balance spent over $500,000 on TV ads. The brand is expected to spend a little less during the same two months this year.
6. Vans – “The UltraRange HI MTE”
Sometimes, the most powerful commercials don’t require speeches, slogans, or even words. Sometimes, nature – a rainforest, the mountains, the sand, the water – just needs to speak for itself. Vans may have foregone paying for more TV ads this year and last, wishing only for this video of nature’s true beauty and the Vans the hikers, surfers, and travelers wore to remain fresh in viewers’ minds.
7. Sketchers – “Luminators”
What are the holidays without lots and lots of lights?
Sketchers created the Luminator, “the first ever sneaker completely covered in lights.” How festive! It comes in seven different colors, including red and green, and in four different styles along with a rechargeable battery and single switch.
The brand spent over $10 million on TV ads during Q4 2017. Sketchers is on track to spend less during Q4 2018.
8. Jordan – “The Dunk to End All Dunks”
Jordan may not have spent any more money on TV ads last year or this year, but this commercial was, like many holiday celebrations, memorable enough to last in people’s minds.
Similar to Michael Jordan’s face-off with the Looney Tunes in the movie, Space Jam, in this ad, Marvin the Martian challenges the famous NBA player, Blake Griffin, to a slam dunk contest. Blake Griffin wins following his insane shot from the Moon all the way back to the other end of the court.
9. Timberland – “The Original Yellow Boot”
A fun part of the holidays is receiving presents! And there’s a lot of talk about getting the perfect gift.
But, what if that perfect gift isn’t about the present itself, but what you do with it?
In this commercial, Timberland says that it just built a pair of boots. The brand didn’t aim to inspire people or even help customers self-identify or express themselves. If its shoes inspire people to follow their passions, that’s wonderful, but that depends wholly on the person wearing them.
Between October 2017 and November 2017, Timberland spent over $4 million on TV ads. The brand is on track to spend a similar amount during the same time this year.
What do you do during the holidays? Do you volunteer or make something or, simply, relax and enjoy being with your family and friends? Sometimes, the most important is the latter – to be present and create amazing memories with those you love.
Don’t forget to come back to read MediaRadar‘s rendition of 8 Maids a-Milking!
*All Q4 2018 predictions are made by comparing October/November spend YoY