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Posts Tagged ‘Gael Monfils’

180 Amsterdam Debuts Smelly ‘Gotta Run’ for ASICS

180 Amsterdam is a launching a new integrated campaign for ASICS, which continues to highlight the brand’s “Better Your Best” mantra.

The new campaign “will have an even stronger and more powerful focus on how ASICS products and technologies help athletes across the board continue to improve in their sport.” This is evident in the TV spot “Gotta Run” for ASICS: Gel. It features an obnoxiously always up athlete, running from sport to sport all day and saying “gotta run” when jetting from one place to the next, before coming home and collapsing into bed without a shower. His poor significant other removes the shoes (which must smell indescribably awful) from his feet, making the ad come full circle from the beginning, when the guy plops out of bed and right into his ASICS. It’s a bit over-the-top, but should appeal to ASICS’ athletically obsessed core audience.

180 Amsterdam’s campaign will run all year long and feature “a mix of TV and print advertisements, digital brand films, point of sale, event activation and online engagement to strengthen ASICS image as a True Sports Performance brand.” Look for the “Marathon Campaign,” “a print and film campaign that celebrates the special qualities, attributes and personality of one of the world’s most selective groups”; the “Advantage, You” tennis campaign, featuring Gael Monfils and Samantha Stosur; and the triathlon video featuring “Ironman World Champion Pete Jacobs and his wife Jaimi on location at their Noosa home” in the near future. And please, if you’re going to work out all day, remember to take a shower.

 

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Asics Wants You To Beat Yourself

Competitively, not abusively. The Asics “Better Your Best” campaign created by 180 Amsterdam asks you to embrace the athletic quest for self-improvement that usually disappears from New Year’s resolution lists by mid-January. It’s encroaching on that “My Better is Better than Your Better” Nike sentiment from years past, but not enough to warrant the benign fury of the commenters. Winning against yourself is always less messy than whooping on others.

The commercial’s message can only be described as marathon running sessions inspired by zombie apocalypses inspired by Memento. However, the problem with bettering your best in a race against yourself is that you always lose–probably a fallacy Asics doesn’t want you to think about if you like the glass half-empty. Still, a viscerally powerful spot worth watching.

On a side note: there are six short films where international athletes like tennis player Gael Monfils and volleyballer Dragan Travica discuss ways they focus on continuously improving at their respective sports, but these don’t add much to the campaign. They’re full of athlete-speak cliches we’ve all heard a thousand times too many. Asics and 180 can still better their better for next time. Credits and one of the shorts after the jump.

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