Walt Stack - 80 years old.
On the road. Just him, his shorts and shoes. And that's pretty much it.
This ad challenges the idea that the people in your ad should be the people your product is targeted to. (I guess that's why there are so many ads out there in the market with beardo hipsters and young families - or any number of sterotypical markers for the 'target audience'.)
Was Nike targeting 80 year old marathon runners? That's a pretty narrow niche for a mass market brand.
No, they were targeting people with spirit and commitment - everyday heroes who drag themselves out of bed every morning while others sleep for an extra hour and dream of double shot lattés.
Not Walt though. Walt's out there pounding the pavement and putting a smile on our faces. Hell, if he can do it…maybe I can see myself in his shoes.
Well, maybe not his actual shoes.
But I think you know what I mean.
This blog is a notepad of contemporaneous and sometimes extemporaneous thoughts about creativity, strategy and ideas.