Converse Shoots for Authenticity, Scores in Artifice

Converse, the quintessential anti-sports-shoe sneaker brand, recently tapped "anti-ad agency" Anomaly for some anti-advertising advertising. Here's one spot where, to the backdrop of a fresh-crowned beauty queen, the following words appear (a la Star Wars):

"Why are we sitting and watching I Wanna Be the Galaxy's Best Supernova Diva Star? Dutifully phoning in our votes for the next big thing while we wait on our couches to die." It preaches on about democracy, thinking for yourself and seizing the day before you're dead.

Copyranter's not impressed.

The problem with this smarmy anti-ad stuff is it assumes that advertising is inauthentic by definition. That simply isn't true. Like a person, a brand has a dynamic personality with central values that consumers expect it to always reflect, no matter how often it changes its hair.

When a brand expresses confidence in who it is, and that vibe is expressed in the advertising, you've got what I'd call a truly authentic campaign.

Converse doesn't have to trash pop culture to look authentic. It has a long, interesting history and a product that resonates with lots of different people. Recent campaigns (1, 2) suggest Converse knows that. All it needs to do is stick with it and let the message evolve naturally.

By the way, you can weigh in on Converse's anti-marketing ad campaign at this poll by Copyranter.