Reebok's Latest Features an Animated Connor McGregor

Reebok and Connor McGregor. Sure, why not?

The latest spot from Reebok is a continuation of the brand’s “Sport the Unexpected” campaign and messaging that launched last year with Cardi B. to promote…well, hell, I’ll be honest, I don’t remember. It was the kinda-trippy one in the nail salon. You know it.

[youtube=://www.youtube.com/watch?v=K-PSNspNQms&w=854&h=480]

Yup, that one was a tad weird. And attention-grabbing. Different. Unexpected.

I’d put McGregor’s spot for the Zig Kinetica (sounds like a bad font name) in a similar category.

[youtube=://www.youtube.com/watch?v=ZnFKOM5LTg0&w=854&h=480]

“Zigurines” and clay-mation and other weird sh*t. I may need a few more viewings to decipher any hidden, or out-in-the-open, meaning of it all. What I do know? Reebok is making me take notice lately (though I’m very likely not the target audience). It’s because they’re going somewhere nobody else is going. They’re embracing creativity and a bit of that “who gives a f” attitude that says “we’re doing different, because we are different.” Just why or how? Not so important.

In all seriousness, I don’t hate the “randomness” of it. To me, it’s smart marketing. Reebok went through a long stretch of relative irrelevance. They bet on CrossFit for a bit. Too niche. Now, they are leaning hard into pop culture icons who span across demos and psychos. The stuff is memorable and the shoes are…not terrible. While the creative doesn’t match, it reminds me of K-Swiss going bat-sh*t-crazy (and so, so awesome) with Kenny Powers and friends back in the day.

Why not? When the expected isn’t working, it makes sense to Sport the Unexpected. I wouldn’t be surprised if it works.