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The new Asics campaign from Vitro uses some tried-and-true pitches—our shoes can withstand a jackhammer, can make you fly, etc.—but adopts some convincing innovations to drive the point home a little harder than usual. There's nontraditional music, for example, and no voiceover. And if you don't look too closely, everything here looks completely factual, especially with the sciencey-sounding "test" text that comes up at the beginning and end of the spots.
Looking closely yields other rewards, however.
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