Darren Bent, pop art and Love - Umbro's new boots ads
Darren Bent, pop art and Love - Umbro's new boots ads
Sports brand Umbro is promoting its lightest ever football boots with a pop art-influenced ad campaign by Manchester agency Love.
The new Umbro GT boots weigh only 238 grams - so footballers can run faster - and come in bright colours to appeal to younger players.
Love said it wanted to shy away from the "typical OTT CGI stuff you see knocking around" and instead opted to use cardboard, fishing wire, double-sided sticky tape and glue to create the pop art theme.
"The pop art inspiration behind this was partly to do with the fast-consumerism, instant everything-ness of modern youth and partly to do with the ‘pop’ colours of the boot itself," the agency explained on its blog.
Love has created three ads - Vroom, Kapow and Boom, featuring Sunderland striker and Umbro wearer Darren Bent - along with a toolkit of assets, a series of digital banners and animated perimeter board executions.
The illustration was done by Chris Gray and Rob Bailey of Toy and photography by Tom Van Schelven.
The campaign is running now across press, outdoor and retail in all Umbro's global territories.
And Love has has added some behind the scenes pictures to its blog to show how the ad's backdrop was made and photoshop avoided.
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These look great. LOVEly executions!
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These are a nice change from the usual CGI stuff you get with football boots, great execution
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i'm loving these too! and as a sunderland fan i'm double loving them! ha'way the lads (and lasses) at love
Nice. But don't mock the CGI..
Fair play to Love for convincing a client to run with ads with so much white space and the actual product being shown at a relatively small size. Fair play in that sense then to Umbro too.
Much prefer the boot executions. Something not quite working with the 'boom' one.
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It's fine. But the single page ads look like dps layouts that have been squeezed into the wrong format.
OK. These look beautiful. They really do. (Just like they did on page 6/7 of 'Tactile': http://www.pixelgarten.de/index.php?id=97) But that's not a criticism of illustrator or photographer, who did a great job. Surely somewhere in the ads it should mention the 'this is our lightest boot ever' bit? or something to do with 238 grams? Isn't that the whole point of them? There's a whole paragraph of copy, but nothing to substantiate their 'idea'. I also find their convoluted post-rationalization of why they used pop art rather cringe-worthy. "The pop art inspiration behind this was partly to do with the fast-consumerism, instant everything-ness of modern youth and partly to do with the ‘pop’ colours of the boot itself," PPPerrrr-leeeease. Style 1, Content 0. No... Style 5, Content 1. At half time.
Everything Love puts out looks stunning. I have a self-promo book of theirs on my shelf at home, the only one of its kind I've ever kept.
But anon 14:51 is right. These aren't brand ads. They're product ads. And that product has a USP - one that isn't communicated here, breaking the most important rule of advertising. That said, I could still eat them...
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