New Balance Granny Shoes

My concept for the first project is to focus on the negative connotations against new balance shoes as old people shoes and an out of style product. The add portrays the idea of pealing away at the old shoes and revealing the new look of the product. There will be a utilization of old people turning into youth in order to portray the fact that the new brand is young and fresh. The tag line "Who you callin granny" or something in that vein will be utilized to show a youthful playfulness to the ad. The target audience focuses on 15 to 40 year old athletic men and women who are looking for a stylish new shoe for their excercise needs. Currently the audience views New Balance as an out of style granny shoe. Their newer models are geared more towards the youth and yet its years of plain black and white shoes have hindered its reputation. The facts that we will use are these shoes specified intentions of being the ultimate athletic shoe. Meant for multipurpose use and employing a new fresh look. The key emotion is one of peeling away the old to reveal the new. Similar to the Snickers commercial in which one "is not themselves when they haven't had a Snickers." I feel that this ad could be used in both commercial and print media. We want the audience to see the revitalization of the shoe and its uses in athletic and practical utilization.