Asics Takes It a Step Further

Suggesting that a client’s product has an ugly past isn’t the safest advertising ap-proach, but it’s the tack VitroRob-ertson takes in its latest campaign for Asics athletic footwear.

The effort includes six print ads and the first television commercial from the Irvine, Calif., client in nearly a decade. It is meant to spark interest in the brand and remind Asics loyalists that they have made the right purchase, said Gerry Widmer, account group supervisor at the San Diego agency.