Pearl Izumi Pushes Pretense to Promote Rubber Pumps


We're usually big typography fans, but, as AdCritic so eloquently points out, this Pearl Izumi ad is bordering on Pearl S. Buck territory.

And not all that well, either. The elitist mini-rant against jogging is cumbersome and a pain in the ass to read. Oh yeah, and way to alienate all of Evian-sipping, yoga-posing jogger-kind. Care to turn off the sprinters and trotters next? We're pretty sure they don't need tennis shoes.

For more runner's manifesto (11 pages worth, in fact), hit the We Are Not Joggers website.

by Angela Natividad    Jun-29-07   Click to Comment   
Topic: Magazine   

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See also: Jeep ad in this week's New Yorker.

Posted by: Bill on June 29, 2007 1:03 PM

Elitist is right. I will smack these people in the head as I ride past on my bike.

You will know me by my lack of fancy bike-riding attire. I'll be in flip-flops and regular old shorts, probably in an untucked, short sleeve button down shirt. (white, to beat the heat) I'll be getting my exercise in a much more fun way than your sorry RUNNING ass, and I can coast when I want to. Oh yeah, I saw the bike clothes at your website. "Pearl Izumiís proprietary advanced aerodynamic fabric and aero-inspired design come together in this high end short." For $160, those shorts had better blow me too.

Not all of us are hardcore competitive athletes, Pearl - and most of us don't even wish to pretend we are.

Posted by: Fuck Pearl on June 29, 2007 1:20 PM

Bill: linky linky =)

Posted by: Angela on June 29, 2007 2:38 PM

It's not about whether you agree with it. It's well-written--a great voice. It's a position. And it's getting us, at least, to talk about the brand. Gotta take a stand to stand out.

Posted by: JB on June 29, 2007 4:16 PM

I think the copy and art direction is clever.

Posted by: Rex on June 29, 2007 9:59 PM

I think the copy and art direction is clever.

Posted by: Rex on June 29, 2007 9:59 PM

Art direction of the print ad above looks like it was done in the 80s.

Posted by: Mark on June 30, 2007 8:49 AM

F-ing obnoxious drivel. I'm going home to burn my Pearl Izumi shorts. AFTER I jog in them (evil laughter here).

Posted by: SqueakyWheel on July 2, 2007 5:41 PM

um, call me literacy challenged or literature-culturally retarded but can someone please explain the Pearl Buck reference, for the Good Earth's sake? Thanks!

Posted by: jpw on July 13, 2007 9:32 AM

I love the ads. It motivates me to run. But then I am a runner not an ad exec. If you ppl would like accept some constructive comments. 1. Maybe it is hard for you to read bc you are NOT runners. 2. For ppl who think that the ads are elitist you all sound like elitist ad snobs who could learn a few things from whoever came up with these inspiring ads.

Posted by: RunnerGuy on August 1, 2009 9:51 PM