Iconic Ads: Reebok – Field of Dreams

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.