Madwell Launches Its First Campaign for the New York City Marathon

By Patrick Coffee 

Oh hello, angry readers. Here’s an inspiring new ad to lift your mood!

As you may know, the New York City Marathon takes place on November 5. And earlier this year, the race’s parent company New York Road Runners picked a Brooklyn agency called Madwell to handle creative responsibilities after working with BBDO New York and Cramer-Krasselt.

Today the Tata-sponsored event launched that shop’s first campaign under the “It Will Move You” tagline.

That seems pretty accurate based on the time we spent watching the 2012 and 2013 marathons go down 5th Avenue in Brooklyn while drinking a bottomless brunch mimosa.


As chief creative officer Chris Sojka told us back in March, Madwell’s pitch focused on the dichotomy of the word “move”: to move oneself and to be moved.

“The idea that running a marathon is just a physical feat only scratches the surface,” he said. “Even as a spectator, I could feel the raw power and emotion of the runners. There are thousands of stories to be told … runners, boosters, fans, passersby—the marathon affects everyone.”

He was also inspired by a documentary about marathon founder and onetime Road Runners president Fred Lebow, who started running in the ’70s to help make himself a better tennis player and later helped turn it into a nationwide hobby craze before dying of brain cancer in 1994.

There’s really something to be said for running as an act of self-discipline. It may look easy, but it’s quite difficult!