Sure the ads are getting attention. But if people are confused and thinking they are Apple ads, I don't see how that builds any branding or gets any sales for Fuse. Plus, the imagry they are using is supposed to portraying non-mainstream stuff but I don't think that it is. So they're trying to use shocking images to get the attention of their target who isn't into the mainstream stuff, using images that portray stuff that is pretty mainstream these days.
I like the Sony spot better. The first time I saw the Adidas spot it was the :15 or :30 and it made little sense. It definitely makes better sense in the longer version but I don't think the concept resonates as much in comparision to the other spot. Maybe it's because I'm in a more literal frame of mind lately, but I don't get how the pigpile has anything to do with shoes. :/
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