In this spot, we were looking at how to create music that would feel true to a Motown feel, with the most absurd lyrics possible. Reebok wanted to change the narrative on athletic shoes and tell a different story. They aren’t a brand where you want to be like the athlete. They are a brand that knows their stuff is a bit more irreverent and retro and they wanted to embrace that with a unique message.
We had to make the music authentic and real because everything in the spot was so outrageous from sound design and visuals. The timing of the lyrics had to work with the movement of the nails and surprise you in the end. The more authentic the music, the funnier the spot. We brought in Aretha Franklin’s background singers and it added a dimension of honesty to the era.