This ad for MBT owes much to advertisers of the past, such as 7 Up and Volkswagen. In the same way that 7 Up positioned their brand as The Uncola, MBT calls its product The anti-shoe. The difference is that 7 Up wasn’t a cola and MBT makes shoes. The copy lets us know that shoes are old-fashioned—these shoes are something different.
The simple product shot and clever use of headline harkens back to the old Volkswagen campaign of the late 1960s, as you can see in the examples below.
By Marc Librescu