The anti-advertisement is a growing trend in advertising, as companies search for new and innovative methods to connect with consumers.
Nowadays you cannot avoid exposure to advertisements. Posters clutter the walls at MTR stations. On the journey home from school billboards line all major roads. In broadcast and print media adverts are everywhere as companies try to pitch their latest products.
But reaching consumers and convincing them to spend money on their products is no easy task. To win the hearts - and wallets - of consumers, a variety of methods is used.
A relatively new method is the anti-advertisement advertisement, which tries to embrace pop culture's images while relating to a consumer's cynicism towards advertising.
New Balance, which opened a Concept Shop in Tsim Sha Tsui this month, employed one form of this advertising. During its opening ceremony the slogan 'endorsed by no one' was pitched to those on hand - a direct slap in the face of traditional advertising, where celebrities earn millions of dollars to exclusively wear a certain line of clothing. 'Children now are waking up to what's happening out there,' said Adrian Baker, Asia area manager for New Balance.
'Their heroes aren't so much their heroes any more.'
Instead of the large posters of NBA and football athletes on the walls, the shop had pictures of everyday runners.