| Title | Black Jesus |
| Agency | Goodby Silverstein & Partners |
| Campaign | Re-launch of Pony |
| Advertiser | Pony |
| Brand | Pony |
| Date of First Broadcast/Publication | 2004 / 2 |
| Business Sector | Shoes |
| Story | This baby-boy is so cute. He has more attitude than Eminem. This baby could be the generic ad for Pony. Pony always behaved like a young and fresh brand This baby sounded just perfect for this brand. Hes got an attitude. Hes a good symbol for Pony. |
| Philosophy | The Black Jesus is the strongest statement we found for this Hip-Hop brand. Its saying: Why should God be always represented by a white guy? In some ways, its a very politically correct ad. More shocking than this picture is the fact that most of the churches around the world still have only a white man as the representation of God. Its also a reflection of the open-minded philosophy of the Brand. Its even more fair considering the fact that most of the sports gods and hip-hop artists in the teenagers bedrooms are Black. This ad will run everywhere except in the US market. Some Americans are too puritans to be honest. |
| Problem | Show a confident brand with an attitude. Take the 5 visuals, and try to substitute the Pony logo by the competitors logos like Nike, Adidas, Reebok or Puma; it doesnt work. Pony must be the only athletic brand that can behave in such an irreverent way. This brand has the potential to become the coolest athletic brand in the next years. The advertising campaign has to be the reflection of that. Second main constraint: The Pony campaign had to run in 120 countries around the world. So the campaign had to be also universal. As a creative team, its the biggest campaign weve ever done. |
| Media Type | |
| Creative Director | Rich Silverstein |
| Art Director | Farid Mokart |
| Concept | Farid Mokart |
| Copywriter | Farid Mokart |
| Account Manager | Rene Cournoyer |
| Account Manager | Nancy Reyes |
| Agency Producer | Max Fallon |
| Advertiser's Supervisor | John Lewis |
| Digital Retouch | One Color |
| Photographer | Claude Shade |
More Work
SEE ALLBall Frog
- BRAND:
- California Coastal Commission
- AGENCY:
- Goodby Silverstein & Partners