Frankly, Scarlett Gives a Damn for RBK

BOSTON The Ad*itive said it is launching ads to support an RBK apparel and footwear line by Scarlett Johansson.

The campaign, which launches in March, reveals the lifestyle and personality of the actress behind the camera: reading movie scripts, sketching designs and relaxing in her signature collection.

One print ad headlined “I am more than a cover story” shows Johansson reclining on a sofa, studying a screenplay, with the overarching RBK tagline, “I am what I am.”

The Philadelphia agency also created the “Freestyle forever” campaign to celebrate the 25th anniversary of the Reebok Freestyle sneaker. That effort, also rolling out in March, showcases a series of “time-warp” tributes of style and pop culture from 1982 to 2007 that reflect the history of the product.

Reebok spent about $40 million on product ads last year, per Nielsen Monitior-Plus.

“[The agency’s] approach goes beyond traditional advertising to make deeper emotional and cultural connections with the consumer,” said Reginald Jolley, chief creative officer at Ad*itive. “The current diffusion of media makes it essential to reach the target market at multiple points of contact and our connect-the-dots approach allows our clients to achieve awareness, exposure and growth.”

The shop has been the lifestyle agency for the RBK brand of Canton, Mass.-based Reebok for the past three years and has created innovative campaigns melding fashion, sports and entertainment with performance to connect with the consumer. Campaigns include work with entertainers Pharrell, Nelly and skateboarder Stevie Williams as part of the national “I am what I am” campaign.