Sketchers new brand ‘positioning’

Posted on 29. Jul, 2004 by Cassandra in Advertising

Whoa…the Sketchers brand is super HOT. And to prove it, their ad agency has contracted singer Christina Aguilera to appear in their latest print ads.

There are three ads in the series which will run internationally beginning in August. Each ad shows double images of Aguilera. The firts portrays Aguilera as a nurse aiding a patient, the second shows her as teacher and student and the third shows her getting some legal treatment from herself dressed as we wished all police officers would dress – well, at least the hot ones.

These days there’s no need to buy FHM, just check out international footwear ads. Check out all three here. [Via Adrants]

Sex may sell, but does it build a brand? Cherryflava will be sure to ask Madonna that next time we meet.

63 Responses to “Sketchers new brand ‘positioning’”

Don

04. Jan, 2005

Me too, would’ve been fun arguing with big fat nurses! What are they doing surfing the net anyway? They should be helping sickly half-naked girls to bed…
Rebecca

14. Mar, 2005

Hey Rich…! your a disrespectful little twit. Who most likely spends most of his days kicking back watching porn because thats the closest thing to pleasure you can get. Get off the couch fatty. Grow a brain and stop being so demeaning to women
Rebecca

14. Mar, 2005

same to u don. u stupid loser get a life.
WELCOME TO THE 21st CENTURY. wanker…..
Amy

18. Apr, 2005

oh get over it. i get what your saying about it looking demeaning and all that, but no one takes these ads seriously, and they know full well it’s just there to sell shoes, not to make people go ‘ooooh, see, i thought nurses we professional carers, i SO did not realise they’re there to blow us.’ come off it. this one ad doesnt do any more damage than the hundreds of sitcoms/drama/soaps that show ppl dressing up a slutty nurses at halloween parties or the like. and besides, i dont see you demanding they take down the teacher and the officer adverts too; surely you should be enraged on the behalf of those professions too.
GODDSS

26. May, 2005

OMG you guys are ridiculous. You all need to step off of your high horses. This ad wasn’t aimed at nurses. nor was the intention of it to seem derogatory to nurses. You all must be ugly fat cows, not to appreciate this ad depicting nurses at HOT. Who the he11 cares. it is a SHOE ad. Not an ad to hire nursing staff. I think it’s hot. I’m a woman and i don’t have one bit of a problem with this ad. Maybe you ladies should get in touch with your sexuality a bit more and quit being prudes. When did our society become so obsessed with being overly PC? as a nurse I think this ad draws more attention to nurses. Don’t you think patients would rather see happy nurses then surly bi@ch3s? god get a life.
Andrea

26. Jul, 2005

Nurses are mean and lazy. I had a c-section one time and the nurse never changed my pee bag and I got the most horrible UTI. My mother in law was in the hospital and a nurse injected her with the wrong kind of insulin, which made her really sick. I don’t know why you are all complaining, you know you hate your jobs and you love to make all the sick people hurt more and make them wait forever to do things. I hate nurses, I think they are horrible people, they may as well not even exsist. Stop complaining about the ad, your WRETCHED HORRIBLE PEOPLE. WICKED WICKED NURSES> YOUR ALL LAZY AND YOU KNOW IT. You all hate your jobs and just want more money for doing less and then you take it out on your patients. I LOVE SKETCHERS. awesome ad
Jessica

09. Sep, 2005

This is a joke right? You people are not really complaining about this ad feturing Christina as a nurse….are you?
I’m having a good laugh reading the posts here.
Whats really funny, is that you actually think that this makes nurses look bad…LOL
99.9% of the people in the world realize that Christina is not a nurse, and 99.9% of nurses dont look like her, or dress like her in the picture.
Stop being a bunch of prudes.
I hate to get into this but………..I think the problem is you dont want people to be dissapointed when they are stuck in the hospitol and instead of a sexy christina-like nurse….they get a boring, uptight, no fun nurse.
This has nothing to do with your nursing occupation. Its just an advertisement for shoes…..stop making it about you.
Otherwise, you should be upset about the teacher and the police officer ads that she is in.
Jessica

09. Sep, 2005

I would have to bet that most of the posts from the 3rd – 5th were written by the same person.
All have the same subject, within a 2-3 day span, and they all have the same tone/style/wording.
It goes to show you how 1 person can make so much noise. You would think that there is a major nursing boycott of sketchers by reading this.
But in reality, its one, possibly two christian woman who are offended by sex. And they dont want their husbands/kids to see this type of advertising.
Oh..the times have changed lady…..you might want to lock your family up!
Marcus

21. Oct, 2006

Oh Please. This ad is obviously not meant to be taken seriously. If anyone gets the wrong idea about nurses because of this ad, then THEY are the problem (not the ad). Didn’t your mommy and daddy ever teach you not to believe everything you see on TV? (or in this case, an ad)?
Quit trying to blame sketchers for a societal problem that goes much deeper.
This is a free country with freedom of speech so get a life people. I’ve seen images of naughty nurses most of my life (I’m in my 30’s) and it has not diminished the high regard I have for REAL nurses. These naughty nurse models are just that – MODELS. They are NOT nurses. Any semi-intelligent being can distinguish between the two. Get it?
Hilarious

03. Nov, 2006

hahahah this is hilarious!!!
Don’t worry, fellow nurses, NO ONE thinks nurses are ACTUALLY sexy/hot/seductive/appealing… let alone anything even close to Christina… most nurses are quite unattractive and repulsive.
Christina and Sketchers here are doing you a FAVOUR by getting you more dates! haha
Dr. Dare

06. Feb, 2007

Hrm.
Where can I buy a pair of ‘those’.
Doc Dare
Brotherhood of Anonymous

06. Jan, 2008

Yeah, because nurses being portrayed through the lens of a painfully commonplace male fantasy is really terrible. I mean, it’s on the order of devil worship and violent carjackings. Man. I’m glad they had these stalwart few to speak for them against The Man who is obviously once again trying to subjugate women through the use of a fetchingly dressed girl and a domme mock sinister parter in a homo-erotic tableau. Fortunately nurse advocates are to the rescue; this career-targeted hate speech was just going to totally kill that line of work.
From my own competent AND professional contact in the workplace with nurses, this sort of imagery is more a shot in the arm than anything else. The nurses I worked with looked ugly as sin, and seeing even ONE of them appearing halfway as tasty as either of those two women would have improved the quality of day 10,000 fold. Instead I had the pleasure of interacting with surly fat ethnic women who felt I was a personal offense to them because I was not born black or spanish, and who regularly broke rules when they saw fit.
Christina did more than a good thing for nursing when she did this ad; so naturally “nursing advocates” helped demolish this PR coup. And yeah – it’s sad that THIS would be a PR success for nursing, but when you deal with sullen-faced chunky agency proles all day, seeing a “bimbo” like this reminds a man that nurses are more than boring ass drones that ferry meds to patients and attend half-witted poorly-conducted inservices. They might actually be human beings with a sexy side under those clothes during off duty regardless of the very blatantly ridiculous at-work portrayals that only a baboon could seriously think happened in real life.
Ciao!
clay

25. Nov, 2009

Nurses are perverts! I can’t believe what those filthy perverts can get away with, and what they think they’re ENTITLED to see and touch. God I wish all female nurses would just die. We’re better off without them.