The first of three commercials in the campaign from Geppetto Group, New York, begins airing today.
"Up until this point, we didn't have the store base for TV," said Lori Kober, Foot Locker Worldwide senior director-marketing communications. The retailer now has about 400 Kids Foot Locker outlets, she said.
A corporate spot called "Static" will run two weeks, followed by two more-one featuring Nike shoes and another for Reebok-each on two-week rotations, running consecutively.
"Static" features two young boys trying on sneakers, then dragging them on the carpeting and shocking each other. Finally, with their hair standing on end and pairs of socks sticking to their static-electrified bodies, the two plop their purchases on the counter.
The Nike spot shows Brian Grant, star forward for the Portland Trailblazers, getting stuck in a sauna and shrunk to a little boy.
The Reebok spot opens with a young boy slam-dunking his way through the clouds, and then snaps back to reality with a shot of the boy at his school desk, shaking his foot to the voice-over: "It's what your foot dreams of when it falls asleep." The tagline: "You game?"
The spotlighted shoes-Nike Tuned Air, Nike Spin Uptempo and the reintroduction of the Reebok Pump Furious-are exclusive brands for Kids Foot Locker.
The target audience is kids at back-to-school time, but Geppetto executives hope adults will relate, remembering when they did the same things.
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"We wanted the spots to bridge the gap between adults and kids. We never want to be exclusionary," said Christopher McKee, Geppetto chief creative officer. "This could be an adult spot with the dribbling and jumping and all the sports action, but what makes it for kids is the message-you can get it in your size."
Geppetto uses the process of looking at a brand through a child's eyes in creating ads for kids, said Marc Greengrass, account director.
"What makes it cool for kids is not the retail outlet or the good service or