Kerr strips off again

RACHEL CLUN
Last updated 10:14 05/03/2014
FAIRFAX MEDIA

Miranda Kerr stripping off again for cash

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Both men and women love her and she can be a powerful brand ambassador, but is a video of Miranda Kerr stripping naked really going to help sell sneakers?

It's all the talk on gossip websites, but Miranda Kerr's new ad has failed to impress marketing experts who say the theme is "painfully obvious" and it will fail to have an effect.

In the 30-second ad, Kerr appears running up the steps of her house post-workout, and gradually strips down to nothing but her cheeky cut black briefs before jumping in the shower with her shoes on.

A few voyeuristic shots through the window and in reflections show her toned body in all its (almost) naked glory, before Kerr steps out of the shower with a smile to remove her shoes.

The video has spread fairly slowly on the internet - in seven days it's had only 84,000 hits on the Reebok YouTube page.

However gossip sites including E!Online, the Daily Mail and the Huffington Post were all quick to report on the latest advertising campaign featuring the former Victoria's Secret model.

"It's not going to be winning any Cannes Advertising Lions," says Belgiovane.

Partner and chief creative officer at advertising agency BWM, Rob Belgiovane, says the relatively slow uptake on YouTube shows the ad will probably not have a very long run on television, if at all.

He says the problem with the ad it that it appeals to the wrong audience.

"Miranda Kerr being saucy is the primary device in this ad, which is probably more interesting to men than women," says Belgiovane.

Tim Allerton from City Public Relations agrees, saying it's probably being watched by middle-aged men instead of the target market.

"I can't see a young woman looking at that ad and wanting to buy expensive running shoes," says Allerton.

"I think [Reebok] are underestimating the intelligence of young women."

Allerton says the ad won't do much for Reebok, and it's unfortunate the sports brand had to resort to voyeurism to try to sell its shoes.

"I think the market's moved on from gratuitous stripping," says Allerton, adding the people who watch the ad won't be watching it for the sneakers.

Belgiovane says Reebok has failed to use Miranda Kerr's global appeal in the best way possible.

THE FULL REEBOK AD:

AN INSTAGRAM OF THE CAMPAIGN: 

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- Sydney Morning Herald

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