New Balance elevates the drama of ‘practice’ in new ad
New Balance’s ‘Ohtani Two Swords’ advert showcases the relentless dedication athletes put themselves through, and we reckon it channels a famous 90s Guinness ad.
New Balance has unveiled its latest advert, ‘Ohtani Two Swords, ’ a broody black-and-white film that depicts sporting excellence.
Directed by Walid Labri and produced by DIVISION, the advert features a baseball machine as a metaphor for relentless training and perseverance, rather than focusing on the spectacle of the final game.
Unseen effort
The advert is a study in discipline and repetition, qualities that baseball sensation Shohei Ohtani is more than au fait with. The stripped-down, almost meditative aesthetic of the film highlights the mechanics of Ohtani’s preparation. The absence of colour lends a timeless feel, perhaps nodding to New Balance’s commitment to authenticity and hard work over fleeting moments of victory.
Through slow-motion sequences and the rhythmic sounds of the baseball machine firing pitch after pitch, ‘Ohtani Two Swords’’ main focus remains on the physical and mental endurance that athletes like Ohtani go through.
New Balance, old brand positioning
New Balance has long positioned itself as a brand that values substance over hype, and this advert pretty much nails that narrative. Unlike the glossy, hero-worshipping campaigns often associated with major sports brands, 'Ohtani Two Swords' opts for a quieter, more introspective approach.
This stylistic choice is in keeping with previous New Balance campaigns, such as 'We Got Now' and 'My Future Self', both of which champion the personal journey of athletes rather than just their victories. The decision to work with Walid Labri, known for his ability to craft raw and authentic visual storytelling, further cements this ethos.
Our Take
The use of baseball here is very much focused on the US audience, which was somewhat jarring given that I’d come to associate New Balance with UK culture, given its rising prominence here. It turns out they have a base in the UK, but its main HQ is in Boston.
'Ohtani Two Swords' succeeds because it captures the reality of sporting excellence. There’s no satisfying climax, rather we’re left with a faux cliffhanger ending that merely teases another practice shot. But practice matters, and that’s the take-home message here.
The ponderous focus, classy black-and-white aesthetic, and the serious tone are somewhat reminiscent of the iconic 90’s Guinness ‘Surfer’ ad. It might be a stretch, but what the hell, here’s the ad to give Creative Moment readers a welcome refresher. I could watch it all day.
Credits
Directed by: Walid Labri
Produced by: DIVISION
Brand director: Chuck Mauro
Marketing manager: Kevin Eichie
Agency: @AK11
Creative director: Teddy Santis
Music composition: ineedsound
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