In looking around the world, the one thing that remains true in almost all advertising is the idea of enforcing a USP, or Unique Selling Point. This one attribute is the thing that sets you apart from the competition. It doesn’t even have to be tangible, but can be based on a psychographic appeal of the product like lifestyle. Nike in Japan was given an interesting take on their USP for their Abuku shoe. Abuku means bubble in Japanese, and that’s the word behind this video coming from W+K Tokyo Lab, in which they emphasize the air (main quality of the product). They decided to create an aquarium inside the shoe… I’m still wondering if that’s cool or weird, probably both, but that’s an original approach for sure.
NIKE78 – W+K Tokyo LAB | ‘ABUKU -泡-’ from NIKE78 on Vimeo.
Eric Lifson is an Account Coordinator at Cossette Communications on the National McDonald’s account.
He holds an Honours degree in Communications Studies from York University and is a graduate of the Creative Advertising program at Seneca College.
He is passionate about his work and is constantly digging up the latest in advertising, marketing and digital/interactive media. Enjoy!
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