Running isn’t what many people consider being the top priority or most anticipated event during their day. But there are a select few who can’t get enough of it. Adidas has acknowledged this and utilized it in this advertisement.
It may be a little gross and/or disturbing to see an image of a man shooting snot from his nose, but runners understand that there’s not time to take a break to blow your nose properly when they’re in the middle of a good run. Hence the phrace, ‘Runners. Yeah, we’re different.’ The strategy of this ad is obviously directed towards runners to embrace the differences between themselves and everybody else, no matter how you may be looked at for it.
This advertisement touches base on a couple of Maslow’s hierarchy of needs. For one it has the love and belongingness need due to the fact that running leisurely isn’t for everybody but the people who do enjoy it are in their own little group.
It also has the presence of esteem needs. Runners know that not everybody enjoys running and can sometimes hold theirselves on a higher pedastool than non-runners due to the fact that they have a healthier lifestyle than most. A lot of people who don’t run leisurely wish that they could get into it but just can’t, leaving runners the apple of their eye.
It could be argued that there is also self-actualization needs being satisfied here too. Runners always try to push themselves harder or run just a little farther, and with these shoes perhaps they can attain the goal they have set to achieve.
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