Ad of the Day: K-Swiss

These shoes will make you hurt and ruin your life, and that's how runners like it

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These shoes will ruin your life.

I'm not a runner, but I imagine runners will appreciate the new batch of ads from K-Swiss and ad agency Mile 9. They're wry and hardboiled, unpatronizing to an almost absurd degree. They treat their audience almost with disdain, and in so doing become just another obstacle that serious runners, in their upside-down world view, will welcome—just as regular people tend to prefer (though they would deny it) a more obsequious tone in advertising.

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