Posted on Wednesday, 4th August 2010 by Tom Doerr
In an attempt to avoid the usual big budget CGI ad campaigns that are usually aimed at their consumers, Umbro have opted for a retro pop-art style. The campaign has been created by a leading Manchester agency who said they wanted to shy away from the usual dark ominous billboards you see looming over high streets.
They based their pop art on inspiration from the fast-consumerism of modern youth and all familiar comic book styling’s that are common in the pop movement. Instead of making use of popular image editing software and graphics, the agency turned to good old fashioned cardboard cut outs, fishing wire and double sided sticky tape.
The campaign consists of three main ads; ‘vroom’, ‘kapow’, and ‘boom’ which will be published in magazines, plastered on billboards and as used as a focal point in each of their retail outlets before the start of next season.
Their leading advert features Sunderland striker Darren Brent who is currently under sponsorship with Umbro. It is the first major endorsement Brent has taken part in despite his appearances for the England squad and an extensive professional career.
The campaign kicked off in a promotion of their new boots the eagerly awaited ‘GT’s. They are the lightest football boots ever produced at only 238 grams. The speed the boots can achieve being so light but is reflected in the ads as well as the series of bright colours they are available in.
The boot itself is made of a single piece of Japanese Teijin micro-fibre and moulded onto a single plate of ultra light poly carbonate with inbuilt studs. Darren Brent was the first player to test drive the boots and his reaction was that they were the lightest he had ever worn. He will be sporting them at the start of the new season, possibly out of choice, possibly out of obligation; the rest of the public will be able to get their hands on them at the start of august.
With the release of their lightest ever boot, the real question is will we see any Umbro football boots along with a Chelsea football shirt this season.
Tags: advertising, art, football, marketing, pop art, shoes, soccer, technology
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