From Vitro (the agency formerly known as SKINNY) comes the above TV spot launching the super-light ASICS GEL-Neo33.
As a runner, I can confirm that a move to lightweight shoes has a profound mental effect, similar to how drinking Gatorade can make you think that you’re somehow better at basketball. When your knees and shins hold up, you tend to push yourself past where you would go with heavier shoes, despite experiencing a similar level of fatigue.
Clearly, the joggers in this spot feel the same way, running deep into the late hours of night with their glowing balloons trailing behind them. After constructing a floating tribute to their lighter-than-air idol, the runners rock out to some soaring indie music. Hey, there’s nothing wrong with positioning yourself as the athletic footwear provider to the fashionably fit, is there? See more from the campaign here and view credits after the jump.
John Vitro- Executive Creative Director
KT Thayer – Creative Director
Schuyler Vanden Bergh – Copywriter
Kevin Lukens – Art Director
Mickey Strider – Director of Broadcast
“The Temporary Blues”
Performed by The Features