Is 'Free Your Feet' by Vivobarefoot any good?

I came across this new campaign from VIVOBAREFOOT and I thought I'd give it a Novelty, Nuance & Narrative rating to show you it in action!

01 - NOVELTY (how original is the work?): 4/5

Creatively, I think this does an excellent job from art direction & animation, to the music and sound design. The buzzing of the VOX-pops peppering in the PROBLEM that the brand is trying to solve, the animations continue to agitate along the way until finally the call to action. This piece also does an excellent job of calling out the status quo and even some direct competitors without explicitly naming them (the visualisation around the Air and Pumps just screams Nike to me, but no where does a Swoosh feature). This 30-second piece of creative work builds up to a crescendo that feels and sounds like a release towards the end. The creative is CALLING for the audience to rally around it's cause: FREE YOUR FEET.I think this loses a point because it's not very good at being immediately recognisable as VIVOBAREFOOT – their brand assets appear right at the end. But the narrative does a great job at holding attention for the reveal at the end.

02 - NUANCE (how difficult would it be to replicate?): 3.5/5

I think creatively, this could be easy enough to envisage and execute in your own way, but doing it WELL is a lot more difficult. I think there was a lot of effort that went into both the sound design and the visuals to make it a cohesive narrative. Other brands could do this, but not many have. Kudos goes to those who try. I actually think this would be somewhat of a 'budget friendly' campaign (as they haven't needed to cast any talent), but the expense might come with the sound and animation production. I also think that this *potentially* could be hard to execute in social - given it is animation heavy. I think this supporting spot could work way better there (a piece of creative I also like, and does a good job with an opening hook to grab your attention!)An issue with both the Hero spot (the one I'm talking about) and this supporting spot, is that they look completely different, and so will be hard for a regular consumer in the LIVING stage to even recognise as VIVOBAREFOOT. I think this is one of this "pick your lane and stick to it" things here. Both creative work well, but they're too different for consumers to link them.

03 - NARRATIVE (what does it actually say?): 5/5

Arguably, I think this is the strongest element of the brand and campaign. VIVOBAREFOOT (regardless of whether you like the product or not), have clearly put their flag in the turf here and claimed that the old, established way we've all done things has been wrong this whole time. A bold BOLD statement, considering the Giants that operate in this industry, and I think the FREE YOUR FEET manifesto (and the products that come with this) do an excellent job of talking to their bullseye audience.

In total – 12.5/15. This is a GOOD Ad (in my opinion, and everyone has an opinion).

I did some digging. VIVOBAREFOOT's creative agency is Thingy & Thingy - who's advertising manifesto that "Advertising must be entertaining" is something I can really get around.

If you'd like me to tear down, or build up more campaigns – let me know, and drop links to your most faves (or most hated) below :)