Attention is the biggest challenge in marketing nowadays. Here’s a brilliant ad that grabbed my attention immediately. It’s hanging in the dressing room of my fitness club.
The technique is familiar: playing with people’s frame of reference. Here, the frame of reference is clearly Niké. But it’s also disturbing.: some elements don’t fit. A dirty athletic shoe? Isn’t ‘Just do it’ the right slogan rather than ‘Do it?’?
You can’t help but keep focusing on this 1 image and 2 words till you know what it’s really about. It ends with a surprise. Congratulations, Oxfam. Brilliant!