ASICS hops on the Luddite trend
ASICS' latest advert leans into its founding ethos, promoting a ‘Sound Mind’ through exercise without technological distractions.
Titled ‘Move Your Body, Move Your Mind’, ASICS’ film, which carries the slogan ‘You don’t need to go far to leave it all behind’, is designed to bring its brand positioning to life.
The company was founded in Japan 75 years ago, based on the belief that movement is not just good for the body, it’s good for the mind. ‘ASICS’ is an acronym for ‘Anima Sana in Corpore Sano’ or ‘a Sound Mind in a Sound Body’.
The advert, developed by the creative agency AGIT8, is designed to encourage individuals to engage in movement as a means to enhance mental well-being. It features a woman jogging through the early morning streets of Tokyo. As she runs, the city awakens with various forms of movement, including people dancing, cycling, exercising, and playing tennis.
The setup explores the diverse ways individuals can incorporate physical activity into their daily lives. It concludes with a runner enjoying a serene moment with Mt. Fuji in the background, reinforcing the campaign's theme of finding peace through movement.
The campaign coincides with the release of new products, including the GEL-NIMBUS 27 running shoes, designed for enhanced comfort and sustainability.
‘Move Your Body, Move Your Mind’ is being rolled out across various platforms, including digital, social media, television, and print, particularly in the UK market.
Our take
The Luddite trend may be very ‘April 2024’, but it’s hard to deny its continued relevance in the age of AI.
ASICS is no trend hopper, however, and by drawing attention to its slogan (which admittedly I just learnt about), the company is reminding viewers that championing the therapeutic effects of exercise was part of its foundational values 75 years ago.
‘Move Your Body, Move Your Mind’ positions ASICS as a brand that is in touch with the virtues of exercise in allowing us to escape our emails and everyday duties. Its message is not to be distracted by technology when pursuing your fitness goals, which ultimately extend to your mental wellness.
The ‘get up and do something’ message underpinning ASICS’ ad is not too dissimilar to Nike’s marketing values. ASICS’ execution, however, is the polar opposite of its rival sportswear brand: opting for soothing encouragement over alarm bells.
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