Getting Back To Asics

VitroRobertson Evolves an Earlier Campaign
LOS ANGELES–VitroRobertson asks consumers to tell the truth in its new campaign for Asics athletic shoes.
The estimated $5 million print campaign plays off the San Diego agency’s previous Asics ads, which used the line “This is the truth” and aimed to tell truths about sporting activities. The new ads are an evolution of that earlier campaign, and now involve the consumer, explained agency principal John Vitro.
All five ads–running as spreads and half-spreads, each divided into four panels of dark-toned black-and-white and color photos–delve into the hidden motivations of the target buyers.