2011's most memorable ads from Boston
'Minimus vs. store clerk'
Ad for: New Balance |
Made by: Arnold Worldwide
What: An evening jogger sprints into a convenience store, where a clerk calls him out for having one foot bare while the other sports the New Balance Minimus sneaker. The tagline: "Like barefoot, only better."
Why: The spot connects the viewer with the idea that wearing this particular sneaker is a lot like being barefoot. Suffolk's Alessandri thought the setting interfered with the message. "Instead of thinking about the shoes, I'm left wondering why it was set in a convenience store, where a real runner wouldnt stop mid-run, and why the store clerk has to be sort of icky," she said. "I think the story elements are getting in the way of the ad's message."