Viral Reebok Ads are Disturbing...

TMZ.com reports that the Chuck Liddell and Heidi Northcott naked, workout, peeping tom video is part of a viral marketing campaign...okay....

There are two ways to look at this.

First, this is a highly effective means of getting people to talk about your subject. Michael David Smith makes the point that the video succeeded in creating "buzz" around Chuck Liddell; a person who represents a sport outside of the mainstream consciousness. If your end all be all is people talking --no matter the subject or context-- then kudos to you.

The second way to perceive this video is a successful "buzz" creator yet ultimately flawed on two levels. The first level is a failure to realize that the conversation started by the "buzz" is inherently negative. The general population is repulsed by the action of a peeping tom (read the comment section for the clip from Jimmy Kimmel) and even if it was orchestrated it still leaves a sour taste in the mouth. Not to mention the fact that the video places the viewer in the shoes of a peeping tom; an action that is considered morally reprehensible by our society and as result, viewers walk away with negative feelings. 

The second level is a failure to frame the subject or product in a positive light. If anything, the pervasive view is that Liddell and Northcott are bizarre at best or fundamentally different. In marketing is very rarely a smart thing to make your subject or product "otherly". The question WKR saw the most was "why" and even if it is explained away as viral marketing the question lingers, as most people wouldn't agree to be filmed doing pull-ups with their exposed gluteus maximus being recorded for distribution online. Then there is the general repulsion that most viewers have exhibited after seeing 98% of Liddell's skin.

If you couldn't tell already WKR is trending towards the second viewpoint.

So, congratulations Reebok, you got people talking in a negative and repulsed manner about your asset while placing the viewer in the shoes of voyeuristic peeping tom, something that fundamentally causes a visceral reaction. Excellent idea...now where are my Pumas.

WKR will now get back to your normal MMA programming.