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SBD/9/Sponsorships Advertising Marketing
VIDEO STORYBOARD RANKS TOP 10 AD CAMPAIGNS; NIKE BIG LOSER?
Published May 9, 1995
In Video Storyboard Tests' 12th annual ranking of the top 10 print ad campaigns for the year, Reebok's creative by Leo Burnettt jumped into the Top Five. Reebok was "most often cited by consumers for its ads targeted to women," with popular ads featuring Nancy Kerrigan, soccer player Julie Foundy, and runner Sandra Farmer Patrick. It was the first time Reebok used real women instead of models. The WALL STREET JOURNAL's Fara Warner writes that "clearly, Nike was the big loser last year." Since '89, Nike had ranked in the Top 10, but the company fell out of the rop rankings this year. Video Storyboard President David Vadehra said that a re-emphasis with Michael Jordan could boost Nike in the coming year. The Top Ten campaigns: Ford, Guess, Calvin Klein, Revlon, Reebok, Marlboro, Sears, Absolut, Camel, and Lexus (WALL STREET JOURNAL, 5/9).