We’ve seen Vitro try some nifty experiments to promote Asics before, but the MDC agency has stepped it up, so to speak, by testing the durability of its client’s various shoes in a project called “Stop at Never.” The project essentially consists of 10 different videos that reside on the Stop at Never site (an interactive, visually appealing effort in its own right) and show how tough Asics sneakers can be. Who needs the same old shots of beautiful, athletic people running when you can instead watch a burly dude show you how much impact a shoe with gel cushioning can absorb via a jackhammer (above).
Or, how about highlighting how “midsole geometry” can improve agility with the help of 500 lbs. of water pressure (below)? Anyhow, rather that inundate you with every clip, just go to the site, scroll and see for yourself. Guess it’s time to trade in those busted Reeboks we’ve been kicking for who knows who long (ok, they’re actually Ponys but let’s keep that between us). Check out one more clip and credits after the jump.
Creative Chairman: John Vitro
Chief Creative Officer: Jonas Hallberg
Chief Creative Officer: Liron Reznik
Creative Director: KT Thayer
Copywriter: Schuyler Vanden Bergh, Simone Nobili
Art Director: Kevin Lukens, Kevin Cimo, Cris Westrell, Dominic Al-Samarraie
Agency Producer: Mickey Strider
Agency Digital Producer: Lina Drott, Christoffer Lorang Dahl
Digital Production: Kokokaka
Video Production: 13 Keys
Video Editing: Dave Friz, 13 Keys
Sound Design: 13 Keys.