admin published Weekly Digest for August 25th.
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	emartinez shared Alleba Blog » Photoshop Tutorial: The Hedcut Effect.
	admin published Weekly Digest for August 18th.

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	admin published Weekly Digest for August 11th.
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	admin published Weekly Digest for August 4th.
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	admin published An advertiser with balls.
	emartinez Danny McBride’s Eastbound and Down character Kenny Powers turns K-Swiss into K-Powers and California into Calipornia — http://bit.ly/c9FUWM [mtzcreative].

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It used to be that the only “balls” associated with a brand like K-Swiss were the green and fuzzy kind typically found on tennis courts and in country clubs. However, K-Swiss’ work for its new line of shoes called “Tubes” is as ballsy as it comes. The crown jewel of the campaign is a four and a half minute short that’s hosted on Will Ferrell’s Funny or Die site and  features comedian Danny McBride’s Eastbound and Down character Kenny Powers. In the video Powers is in negotiations with K-Swiss leadership to be the face of Tubes. Needless to say, hilarity ensues.

Could you imagine the following video being as fresh and funny living as a traditional :30 spot made appropriate for broadcast television? Would it even track as anything but “Not Safe for Work”? Offering a watered down version of Powers and stripping the character of all his raunchy personality would have been a massive failure for a company obviously trying to freshen up its’ brand.

This is what’s most interesting about the campaign to me. In my mind K-Swiss has always been associated with tennis courts, argyle sweaters, and trips to Kennebunkport with Buffy and Chaz. Partnering K-Swiss with McBride’s arrogant, highly inappropriate blue-collar blowhard is a huge leap away from all of that. And thanks to the magic of social media, if you and your friends are the type to find something like this funny, there’s a 99% chance it will cross your path.

I expect to see more “edgey” material such as this from smaller niche brands populating the web in the future. K-Swiss may not have a big hammer like competitors Nike and Rebook, but the company has certainly exhibited that it may have the sharper nail.

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	admin published Weekly Digest for July 28th.
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	admin published Weekly Digest for July 8th.
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