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Marketing the many sides of Miranda Kerr

Miranda Kerr's sexy new sneaker ad may seem like another gratuitous strip tease, but her diverse range of work shows the savvy supermodel knows how to play to her market.

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Both men and women love her and she can be a powerful brand ambassador, but is a video of Miranda Kerr stripping naked really going to help sell sneakers?

It's all the talk on gossip websites, but Miranda Kerr's new ad has failed to impress marketing experts who say the theme is “painfully obvious” and it will fail to have an effect.

In the 30-second ad, Kerr appears running up the steps of her house post-workout, and gradually strips down to nothing but her cheeky cut black briefs before jumping in the shower with her shoes on.

Miranda Kerr attends the 2014 Vanity Fair Oscar Party hosted by Graydon Carter on March 3, 2014 in West Hollywood, California.

Miranda Kerr attends the 2014 Vanity Fair Oscar Party. Photo: Jon Kopaloff

A few voyeuristic shots through the window and in reflections show her toned body in all its (almost) naked glory, before Kerr steps out of the shower with a smile to remove her shoes.

The video has spread fairly slowly on the internet – in seven days it's had only 84,000 hits on the Reebok YouTube page.

However gossip sites including E!Online, the Daily Mail and the Huffington Post were all quick to report on the latest advertising campaign featuring the former Victoria's Secret model.

ShopStyle & Miranda Kerr Celebrate the launch Of We Search. We Find. We ShopStyle on February 3, 2014 in New York City.

Miranda Kerr: "Gratuitous stripping." Photo: Dimitrios Kambouris

Partner and chief creative officer at advertising agency BWM, Rob Belgiovane, says the relatively slow uptake on YouTube shows the ad will probably not have a very long run on television, if at all.

“It's not going to be winning any Cannes Advertising Lions,” says Belgiovane.

He says the problem with the ad it that it appeals to the wrong audience.

“Miranda Kerr being saucy is the primary device in this ad, which is probably more interesting to men than women,” says Belgiovane.

Tim Allerton from City Public Relations agrees, saying it's probably being watched by middle-aged men instead of the target market.

“I can't see a young woman looking at that ad and wanting to buy expensive running shoes,” says Allerton.

“I think [Reebok] are underestimating the intelligence of young women.”

Allerton says the ad won't do much for Reebok, and it's unfortunate the sports brand had to resort to voyeurism to try to sell its shoes.

“I think the market's moved on from gratuitous stripping,” says Allerton, adding the people who watch the ad won't be watching it for the sneakers.

Belgiovane says Reebok has failed to use Miranda Kerr's global appeal in the best way possible.

“I think they could have used her in a way that creates a sense of empowerment for women,” say Belgiovane, “but instead it's a bit of titillation for men.”

However Belgiovane says the ad can only have a good effect on Kerr's brand.

“It will have a reinforcing effect for Miranda Kerr,” says Belgiovane.

Allerton agrees that while the ad probably won't boost sales for Reebok, it can't hurt the supermodel's strong brand.

“She's paid to get her gear off and model,” says Allerton, “It's good brand recognition for her.”

Kerr is certainly no stranger to baring it all. She posed nude for a 2009 cover of Rolling Stone magazine's green issue, in support of koala conservation.

Kerr also increasingly posts semi-naked or naked Instagram photos, some tied to campaigns and some not.

Her raunchy Instagram selfies don't seem to have scared brands away; far from it.

The former face of David Jones and Qantas continues to go from strength to strength, constantly diversifying her modelling work.

In the past six months Kerr has been named global ambassador for Clear Scalp and Hair shampoo, the face of Swarovski brand ambassador for Calvin Klein, global face of international brand H&M and brand ambassador for ShopStyle.