Brooks New Video: DNA Orientation Film, review by Larry Eder

Running Network

Brooks New Video, DNA
Okay, I am showing my age. As an elementary student at St. Blaise (Bridgeton, Missouri), I remember some fascinatingly dull science movies, regarding atoms, DNA, atomic power. You name it, we saw it. The team at Brooks must have been in the same classroom!
Maybe I hit them with spitballs? Was that why Sister Edward Mary had me write 500 times, “I was personally responsible for the agony of Christ”? Who knows? One thing is clear, though, Brooks has a winner here. You will enjoy this video. Read on, dear readers to find out why!

Brooks running has captured that fascination with dorkdum in their new video titled, Brooks DNA Orientation Film, promoting their new mid sole technology. The video holds your attention, because it does take you back to those chilling days of yesteryear when TV announcers were actually authority figures. Poking enough fun at itself, the video uses old video and TV techniques to get us involved, and, the viewer is hooked!
Last year, Brooks’ videos were pretty much entertainment. (Remember the Nipple taping stations?) This year, the entertainment has a message. Brooks feels it has a pretty good technology. This mid sole technology is not bad for the environment, with their anti-Newtonian liquid, and the visualization will stay with you!
Brooks missed very little. From the soft core porn mustache of the researcher in the yellow protective suit, to the white turtle neck, and bad suit (by today’s standards) for the key spokesperson, to the drawings of DNA, this approach just keeps it fun, but gets the point across about the new midsole technology and how good it can be for a variety of runners of different builds.
The Brooks DNA Orientation video has captured all of the newness of TV ads from the golden age, fused it with school science videos, and here is the tough part, taken what could have easily been a cynical vision of communication, and poked fun at it. In making us laugh, great society got their point across for their client, Brooks and gave us a video, that we will, one watch, and two, remember, with a laugh.
Nice execution by Brooks agency, great society!
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Author

Larry Eder

Larry Eder has had a 52-year involvement in the sport of athletics. Larry has experienced the sport as an athlete, coach, magazine publisher, and now, journalist and blogger. His first article, on Don Bowden, America's first sub-4 minute miler, was published in RW in 1983. Larry has published several magazines on athletics, from American Athletics to the U.S. version of Spikes magazine. He currently manages the content and marketing development of the RunningNetwork, The Shoe Addicts, and RunBlogRun. Of RunBlogRun, his daily pilgrimage with the sport, Larry says: "I have to admit, I love traveling to far away meets, writing about the sport I love, and the athletes I respect, for my readers at runblogrun.com, the most of anything I have ever done, except, maybe running itself." Also does some updates for BBC Sports at key events, which he truly enjoys.

Theme song: Greg Allman, " I'm no Angel."

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