Reebok cinema ad goes live -literally

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TORONTO -- Reebok Canada of Aurora, Ontario, is launching a new cinema ad in theaters across the country that appears almost to jump into viewers' laps.

The 60 second spot features a postal carrier wearing Reebok's new Run DMX 6 running shoes who is suddenly chased by a vicious Rottweiller dog. As the postal carrier runs for his life, he appears to jump right off the screen into the theater.

An ongoing sound track, using digital surround sound technology, then makes it sound like the postal worker is stumbling around the theater with the dog still in pursuit.

In a few select major markets, the actor playing the role of postal worker will make a special live appearance, running through the theater dressed in his postal costume and, of course, wearing the Reebok running shoes, before exiting through the theater's side door. Then, magically, he will appear to reappear on screen, breathless, to finish up the spot. The running time of the complete presentation is about three minutes.

The cinema ad was created by Roche Macaulay & Partners Advertising of Toronto, which won the Reebok account last December.

The Run DMX 6 running shoe was launched in stores in late February. The shoe features an air transfer system that allows air to travel from the front of the foot to the back.

Copyright February 1998, Crain Communications Inc.

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