Boots Against Racism

Client: Asics

Agency: Babel

In their campaign "Boots Against Racism" Asics used the sport of soccer, or football, as a unifying force contributing to the destruction of racism. The advertisement pictures famous footballer Sabastian Abreu wearing one black cleat and one white cleat with the caption "El Loco Abreu will play with these boots. Because racism shouldn't win." By using a notable figure, the ad appeals to any fan of Abreu's, or any football fan for that matter, essentially saying that if you love football like this man does, then you don't support racism, pushing Asics as a unifying ground between football fans.

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(page 71 in Goodvertising)