Iconic Ads: Reebok – Field of Dreams
The film plays on the fact that even celebrities like to imagine they are in the boots of their favourite footballers
Even though they are less prominent now, Reebok was a dominant force in the football industry in the 1990s and early 2000s, with famous athletes like Ryan Giggs, Dennis Bergkamp, and Thierry Henry as ambassadors.
In fact, the company spent a lot of money to promote the release of its new Sidewinder boot in 1998. They hired famous people like Robbie Williams, Anna Friel, Sting, Reeves & Mortimer, Jarvis Cocker, Darling Dicky Attenborough, David Mellor, Tom Jones, Steven Berkoff, Sylvester McCoy, Jose Carreras, Chris Eubank, Warren Mitchell, and Wallace & Gromit.
This is one of the best examples of British celebrities being used in an advertisement. Never mind twenty, they’re all connected by the exact lightbulb moment: the realisation that renowned individuals would do everything to share Ryan Giggs’ joy after scoring a goal.
This one is better than any Nike or Adidas ad because it has a great story, an upbeat song, and great sound design to make you feel like you just scored a goal.
Derek Apps wrote the script, Tony Kaye directed, and Vince Squibb oversaw the art direction at Lowe.