| Title | Foot Fucking |
| Agency | Goodby Silverstein & Partners |
| Campaign | Re-launch of Pony |
| Advertiser | Pony |
| Brand | Pony |
| Date of First Broadcast/Publication | 2004 / 2 |
| Business Sector | Shoes |
| Story | The big toe looks like a sex in erection. This ad defines one of the ambitions of the brand: Your feet can be sexy. You can be sexy from the head to the feet. The designers of Pony are really foot-fetish, foot voyeurs, foot-crazy
In the sport market, shoes are not accessories. Today you dont buy sport shoes only to play sport. Its a part of the urban culture. And this ad illustrates this new component of this market. Its just a way to sexualize the foot, to make it as exciting as the shoes. The foot fucking has a great future. Its becoming the number one sexual custom in America. We have an enormous respect for the big toes. |
| Philosophy | The Pony campaign is built around 5 icons with 5 different ideas. We didnt want to standardize the campaign with one single creative mechanism. We didnt want either the usual cheap and alluring tagline. There is no tag line on the campaign. We preferred to let the young people (our target) free to interpret the 5 visual the way they want. The most important for us was to show a confident brand with an attitude and a strong irreverent personality. Basically we wanted people to stop and look at the ads. The biggest risk when you arrive on such a crowded market is to be inefficient, to not been seen No one notices your ad, and after a few months, you realize that you spent all that money for nothing. We wanted to generate a reaction from the viewer and ideally creating a little debate around each picture. |
| 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 |
| Art Director | Claude Shade |
| Account Manager | Rene Cournoyer |
| Account Manager | Nancy Reyes |
| Agency Producer | Max Fallon |
| Advertiser's Supervisor | John Lewis |
| Photographer | Sasha Waldman |
| Digital Retouch | One Color |
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