By Barry Janoff
July 25, 2012: Peyton Manning and younger brother Eli are together again for a marketing campaign, this time to support Reebok's ZigTech and, specifically, the ZigLite shoe line used for Cross-Fit training.
The spot shows the brothers in a friendly competition in which both are ultimately beaten by a group of other runners wearing the ZigLite shoe.
Peyton, entering his first season as quarterback for the Denver Broncos, has been with Reebok since 2002. Eli, who was named MVP of Super Bowl XLVI when he quarterbacked the New York Giants to victory, has been a Reebok endorser since 2004.
Both were re-signed in May by the division of adidas.
In addition to previous Reebok spots, the two have appeared together in such campaigns as ESPN's This is SportsCenter, Oreo's Double Stuf Racing League, DirecTV and various NFL efforts.
The ZigLite campaign will also have print and Internet, with social media activation including Twitter, Facebook and YouTube. Lead agency is McGarry Bowen, Canton, Mass.
The Reebok-sponsored CrossFit Games were held earlier this month in California in alliance with Men's Health magazine. In September, Reebok will be a main sponsor of the "Closer to My Dreams" national tour starring Tyga and other hip-hop up-and-coming performers.
The ZigLite spot is reminiscent of Eli's appearance on Saturday Night Live this past May, during which he did a faux PSA for "Little Brothers." The sketch saw him help kids get revenge on their nasty older siblings, including one that Eli referred to as Peyton.
In the ZigLite commercial, the brothers are seen in a gym. "Nice shoes," Peyton says to Eli regarding his ZigLites. "They look better on me," Eli replies, which sets off a series of events in which they each try to outdo the other.
At the start of a race, the pair fight for position, with Peyton declaring, "I was here first." They then bump and shove each other during the race. Ultimately, they get winded and stop, but are quickly passed by other runners wearing ZigLites. They again jockey for position as their battle resumes.
The spot ends with the text, "ZigLite: Light weight for heavy competition," and the umbrella tag, "The sport of fitness has arrived." (See the full spot here.)
The campaign with the two NFL quarterbacks comes as Nike replaces Reebok as the official jersey provider for the NFL.
Other Reebok endorsers include Sidney Crosby, David Ortiz, Jose Bautista, Justin Verlander and NFL players Philip Rivers, Chad (Ochocinco) Johnson and DeMarcus Ware.