Imagine you are a brand that’s slowly losing market share on a annual basis. In this situation, you can go one of two ways: sit back and do nothing while you await your chariot to brand afterlife (*cough* RIM *cough*) or plan something truly daring and explosive to step back into the spotlight.
This is essentially the dilemma international footwear company K-Swiss was faced with earlier this year. They needed to do something drastic to get back in the game and specifically break into the training shoe category dominated by Nike, Adidas and Reebok. Their audience? College kids, especially the guys who work out. They had to do something so out there and non-traditional that it couldn’t possibly slip under the radar.
The answer now seems all too simple. Use Kenny Powers, star of the HBO series Eastbound and Down, as a brand ambassador. The result … Something wildly hilarious.
WARNING: THIS VIDEO BELOW IS NSFW AND CONTAINS EXTREME FOUL LANGUAGE (and is insanely funny)
As you can imagine, when your commercial requires cameo appearances from Matt Cassell, Mark Cuban, Michael Bay and more, it is by no means a cheap project to undertake. But in K-Swiss’ last dying breath, they rose from the ashes and went all out to create a masterpiece. For Wired.com’s exclusive interview with concept creators Matt Murphy and Glenn Cole, the visionaries behind K-Swiss’ brand agency 72andSunny, go here.
The moral of the story: when you’ve got nothing to lose, be daring or die off.
Lets hope for K-Swiss’ sake, daring actually pays off.