Asics pushes performance in debut UK television ad
LONDON - Sportswear brand Asics has launched its first television advertising in the UK with a campaign that shows a man roadtesting his sports shoes before deciding to buy them.
The spot was created by Publicis, and was shot in Camden Town, London. Publicis offered to make the television ad for Asics, which will air on MTV, for free.
The ad runs for 60 seconds. A man is in a shoe shop, trying on a pair of Asics shoes. As he poses to check out how they look, he runs out of the door, narrowly escaping the clutches of the security guard.
He is then chased around Camden Town to a soundtrack of 'Take the Long Road and Walk It' by The Music. Sweaty and out of breath, the security guard gives up the chase. The young man is then satisfied and runs back to the shop, where he says: "I'll take them."
The ad was created by Keith Courtney and Rob Janowski, and directed by Susannah Hayes through production company Ferocious Films.
"We wanted to give Asics a separate identity from other big players in the market which tend to be image and personality driven. We used their performance-based product to talk to a wider marketing than just the serious runner," Courtney said.
Asics was founded in Japan in 1949 and originally made all its products by hand. The Asics Tiger sports shoe became famous in 1950, when it was worn by the winner of the Boston marathon.
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