REETONE settles on screen as a slogan, one of which instructs one to rework or remodel the body, perhaps to gain the physique one once had or even encouraging one to try again, to reattempt at achieving progress.
Throughout the advert only the lower body of the female modelled is displayed, the camera focusing on the bum, legs and feet, and for some shots the abdominal area/ lower back. Trainers and flip-flops are the footwear modelled alongside a wardrobe that varies from sportswear, casual, bikini swimwear, as well as uniformed to wearing a skirt. The same female model seemingly appears throughout, a part from one clip where 3 females are gathered and exercise together.
Utilising the same model and illustrating her in a variety of scenarios and activities such as the office, hoovering at home, visiting the library, waiting on in a restaurant, exercising at the gym, cycling, strolling at the beach, hula hooping, talking on the telephone, and even photocopying allows the consumer to identify with her and the idea of a Western, modern woman who works hard and plays hard.
The power of lighting and mood setting is emitted in this advertising campaign as the sunshine backdrop throughout symbolises the results Reetone can give; the motivation to live healthy and achieve goals; the increase of endorphins and feel good factor an active lifestyle can produce; and how a healthy lifestyle can return one with acceptance for one’s physical appearance and improve one’s body esteem.
The advert begins with a display of book shelves and a female figure that appears to reach for a book and ends with a clip of the female walking across a sandy beach towards the sea and, with a sun horizon in the background. All in all, the opening and closing settings could be significant of Reetone educating the general public of health conditions, the footwear we wear and our posture, and our overall physical condition. Here Reebok are acting as a power source of knowledge. The books and continuing advert shots of different postures and activities portray the human need for life long learning, and even, engaging the consumer with the implications of ageing, the books representing history and the reel of clips being the possible evolution of one´s physique. In the case of using Reetone, one’s physique is maintained and controlled, the advert terminates at the beach and is an indication that the model embraces nature that be, her surroundings and self. It becomes clear that the ad is a short documentary of a Ree-tone user, her journey through daily life, its challenges and thrills, and achievements into feeling fulfilled and perhaps complete.
Reebok send a message of hope to the female population, those who strive for the perfect body and social acceptance. Reetone aims to make the consumer feel the “ideal” to be achievable, “Easytone” footwear allows one to step over the boundaries of typical hard workouts and walk one into a world of effortless toned legs and bums.
One can say the brand misleads consumers to think Easytone is the answer to most women’s body complexions and has deflected consumers away from the realities of a sports lifestyle by integrating a form of marketing trickery. With this said, Reebok have successfully obtained the attention of mainstream females, that be middle-aged right down to adolescents, informing all about the importance of body control, their health and pursuit for personal acceptance. Body image distortion is a factor affecting large %s of society, both female and male, and the “Reetone” campaign highlights the necessity to extinguish this problem and acts as a responsible brand to promote physical and psychological health. Reebok may be manifesting against media & press who publish airbrushed images and perhaps, repressing unacceptable content such as magazine features such as top 10 worst celebrity bodies.
Could Reetone be magnified as the essential instrument for female rebirth? Is this a footwear revolution? a copycat of successful MBT celulite removing concept trainers? or... a feminist act against wearing Stilettos?
I'm not sure if this advert could be called a feminist movement in anyway as it is at a very basic level, using the female form to sell mechandise, the only difference to usual is the fact that it's using it to aim a product at women.
ReplyDeleteAs per usual it does show the image of a female form that most women, especially younger women will aspire to, although i'd say this isn't a new phenom as the new adiddas advert with Villa & Messi does something similar for men (with both of those guys being hugely popular footballers who young people aspire to be).
The focus on physical health is an interesting one though as a person who has had knee problems personally, i don't feel that walking in specially made shoes is a substitute for working out and the true physical exertion of a gym workout, but as a male this advert isn't aimed at me and for women, the dream of having a toned backside and a 'perfectly' round bottom may be something to aspire to, and the easier it can be obtained, the better.
Using a same model for different scenes is something I saw for ths first time! Anyways I am contented that the new technologies have been used to provide relaxing shoes!
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