A unconventional ad wants to be kicked

While other unconventional executions are trying desperately not to be destroyed, this  unconventional execution created by Adidas in Shanghai subways aim at the opposite: that the people will not refrain from giving it as many punches and kicks as possible.

During the last years, the subway has not been perceived as primarily a place where travelers get bored, but as a place where people rather get angry and frustrated because of the waiting. Due to the fact that frustration can be released through sport, Adidas came up with the idea of something very exciting and attention drawing: the columns of subway stations in Shanghai have been covered in fabric texture so that people could  have a punching bag. In addition, on the column it was written the message "Every year you have to wait on the platform about 1.842 minutes. Do not waste time, come and punch it!’’

I think this ad is an example of another ingenious communication instrument developed by Adidas in order to gain its target’s attention and to generate word of mouth. The advertiser from Adidas thought of an inspired method of making people interact with the brand, in a useful and at the same time entertaining way.  Thus, instead of reading boring newspapers or the content of the posters in the subway, the Chinese people were able to release their stress by hitting  giant boxing bags.

Andra Androniciuc