I noticed this new Converse ad campaign a week ago in the Opera metro station. I love the concept. Its a fresh way to advertise sneakers. Converse is a brand that is constantly transforming. It went from athlete sponsored athletic gear, to being infused into youth culture. You see Converse everywhere you look in Paris. They are so engrained in youth culture that I remember last year, I had a pair of Coach sneakers, and the kid I used to babysit told me I was wearing "fake Converse." Apparently my sneakers didn't have that cool factor of Converse!
I like these ads because they remind me of being a teenager. Everyone can relate to having a favorite pair of sneakers, that they wore all the time. They were completely dirty, worn-in and probably had a few doodles drawn on them. Overtime, our favorite go-to footwear develops its own character. The dirty Converse in these ads serve two purposes for me. First, they evoke a sense of nostalgia for my carefree teenage years. Second, Converse succeeds at making sneakers sexy. These sneakers have a gritty, urban sex appeal. Unlike the perfect, glossy shoes you usually see in shoe ads, these Converse already developed their own history. They want to tell a story and they are calling consumers to wear them and create a story of their own.
I wasn't a big fan of some of their past campaign, for example the "Get Chucked"campaign. This one gets back to the point and makes the sneakers the star. In previous campaigns it seemed that Converse were a part of a cool story, but now, its the Converse who tell the nostalgic, sexy story.
If this is where Converse is going with its brand image, I want to see more.
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