Anomaly + Mike Bryne + Converse = Tru Luv

Remember how we were wondering about what happened to the Converse brand? Anomaly has managed to save one of our favorite sneaker company from the decade’s mad rush to luxury and a too-cool for school image. Love the new commercials. LOVE. The agency has taken Converse back to its sweet spot – authenticity, the feeling of being mashed up against the stage at a show; music and the power of… so good. And then, they’ve got a second spot where a “Me” turns to a “We.” Did someone read our piece titled “I versus We”? Nah, probably not. It’s in the collective unconscious and Anomaly was just smart enough to pull it out.

Mike Byrne, Partner and Creative Director at Anomaly told AS that:

“We wanted to be disruptive but “positively disrupt.” So jar people a bit from their regularly scheduled program and make them think a little. Leave them with a little residue. A little homework to do.”

The Converse team said that: “In terms of the media behind this we’re going quite broad but into places where we can disrupt. MTV, VH1 for ‘3 chords’ and ‘Unsigned Band’…MEWe is going into political programming and places online and offline, big and small where there is a debate going on – sport, politics, music – wherever. It’s about being disruptive with the media and the message.”

We have always had trouble with the idea of advertising being “disruptive.” Words count and that one, always rings with negativity for us and we’re sure, consumers, too. That’s why we’re pleased to see Byrne adding in the word “positively.” Precise language makes a big difference in perception.