NAIL Communications crafted a campaign for the launch of New Balance’s Fresh Foam Zante.
Two 30-second online videos featuring Angels pitcher C.J. Wilson and Olympic middle distance runner Emma Coburn take a sparse approach. Both spots were filmed in black and white, apart from the shoes, which offer a splash of cover. Set to a spare instrumental track, each ad foregoes any narration, instead just showing each athlete running as part of their training. The campaign began as a simple launch in Dick’s Sporting Goods and on NewBalance.com but soon grew to include the two videos, a lookbook, and print ads in the spring and summer editions of running magazines including Competitor and Women’s Running.