Reebok

Date: November 2008

Client: Reebok

Agency: World Writers

Job: Product Commercial (Copywriting Test Part 2)

Adaptation & Backtranslation of:
- Advertisement headline

Why I Wrote What I Wrote:

Here's the second part of the WW copywriting test – to do an adaptation and backtranslation for the headline of this Reebok ad.

Original headline read "Puts his kids and teams to bed." The purpose of this phrase was to present to consumers the dual sides of the ambassador for the brand; both a great player and a good family man. However, putting the two together in the same sentence seemed a little awkward.

As adaptation for the China market, I created couplets (对联) using Reebok's Mandarin name in China, "锐步", featuring odd number of words in each part for easier reading:

锐速击对手　步行牵儿手

锐速击对手　步行牵儿走

For the backtranslation, the two ideas are separated by a comma:

A tournament's jubilation, a father's affection

Status: Completed