friendly warning: before you hit play, make sure your volume is at a reasonably low level.
similar to how twitter followers have embraced the Fail Whale, Croc (shoes i hate) are capitalizing on that hatred in an endearing fashion. [i caught this commercial at some point on G4 while watching the Heroes seasons 2 marathon saturday, when i should have been swimming.]
this commercial worked for me because i do really, really bloody hate them. hate hate. Crocs knows this. they know that we hate them. they also know that no amount of advertising is going to make me want to purchase a pair [due to said undying hatred]--but, they did improve their communications, in my eyes, for recognizing and using this to their advantage in a funny way that i can relate to, even as a non-Crocs wearer; moreover, it creates this rebellious subculture among those who do wear them. Yeah, We Wear Those Shoes You Hate. And Eff You, Too.
where it doesn't gain, it reinforces.
it is that culture around a brand--it's accomplishments as well as its shortcomings--that help to make the brand an integral part of your life. when the brand isn't just a word, or a product, but a personal statement. congrats on Crocs achieving a piece of that with this commercial.
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