REEBOK MAKES COMMERCIAL JUMP INTO THEATRES
By Adnews Staff
Reebok Canada of Aurora, Ont. plans to play a trick on moviegoers. The company will launch a cinema campaign later this week that will look like the main character jumps out of the ad and into the movie theatre. The 60-second spot features an unsuspecting postal carrier named Roy, who is wearing Reebok's new Run DMX-6 running shoe. When a vicious Rottweiller is released from his cage, Roy runs for his life and into the movie audience. Utilizing the digital surround sound technology, the postal worker is heard stumbling around the theatre, with the dog in pursuit. In selected major markets, the real-life Roy will actually make a special live appearance, running through the theatre dressed in his postal uniform in his Reebok running shoes. He will exit through the theatre's side door, then reappear, breathless, on the screen. The ad was created by Roche Macaulay & Partners Advertising of Toronto, who won the Reebok account last December. Reebok launched the Run DMX-6 running shoe last week. The shoe features an air transfer system that allows air to travel from the front of the foot to the back.