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When lululemon came to us with the need for an ad campaign that was unpredictable and entertaining, that was current and relevant with the times, we ran with it.  They said that they weren’t scared to tell the truth and give the Yoga Journal readers a dose of what they needed to hear.  In the ad world, we don’t always get the opportunity to reveal our pitch.  However, at Cowie and Fox we agree with lululemon in saying that the “Pro Reality” message was a great ad campaign to work on.  It sends a message that resonates with something we all need to be attentive to in our daily lives.

The Pitch:

“‘The world is rapidly becoming muddled into a technology driven trance, where we lose touch with our senses, emotions and the true relationships that makes being a human so amazing. Instead we seek fulfillment by watching other people’s lives on television and communicating intimate personal feelings through cold and emotionless machines. Our subtle body language, facial expressions and simple touch have been replaced by abbreviated text message jargon, emoticons and blurted “comments” on a Facebook page. We are overestimating technology and are losing sight of true community, true life, and the truly powerful emotions we feel when simply looking into someone’s eyes.”

The Ads:

I hope you can all take something away from lululemon’s ‘Pro Reality’ message.

I know we did.