byLarry EderThis is the new spot on the GEL-NEO33, sent to us by the ASICS America public relations team. The battle for the hearts and minds of today’s running consumer is 24/7. Digital, web, print, outdoor, events, are all part of the package. Miss a part and the vacuum will be filled by your competition.
Fascinating to watch the battle for the top of the heap in performance running food chain….
ASICS NEW LIGHTWEIGHT SHOE, GEL-NEO33 TAKES FLIGHT IN LATEST SPOT
Leading global sports brand ASICS, kicks off an international multi-media
campaign for its innovative, lightweight GEL-Neo33â„¢, the latest addition to
the ASICS 33 Collectionâ„¢.
In the 30 second ad by agency of record, Vitro,
runners crisscross an urban cityscape carrying glowing balloons. Paced to
the thumping track “Temporary Blues” by The Features, the runners meet in a
city park and assemble the balloons into a giant structure that is revealed
to be an enormous floating ASICS GEL-Neo33. The shoe launches into the night
sky, with the reminder from ASICS: “Lightweight. The Enemy of Limits”.
“This commercial really captures the spirit of ingenuity which is at the
core of the ASICS brand,” said Erik Forsell, ASICS VP of Marketing. “We
never stop innovating and improving our products, so our athletes can never
stop pushing their own limits. The GEL-Neo33 gives athletes the advantages
of lightweight technology without sacrificing performance. This spot
expertly brings that concept to life.”
Directed by Marcus Nispel (Texas Chainsaw Massacre, Conan The Barbarian) the
GEL-Neo33 commercial required the services of more than 50 athletes and
2,000+ glowing balloons. While the balloon structure assembled on site was
more than 600 square feet in size, LA-based Union Editorial lent their
special effects expertise to help launch the shoe into the sky.
“By now people have seen thousands upon thousands of shoe commercials, but
we’ve continued to push ourselves to bring this brand to life in fun,
unexpected ways,” says Vitro Creative Chairman John Vitro.
“The spot was
designed to deliver the energy, youthfulness, and passion that drives both
athletes and the brand to perform their best.”
The advertising campaign behind ASICS GEL-Neo33 builds upon Vitro’s 2011
integrated campaign for the GEL-Blur33â„¢, which featured an enormous floating
version of the GEL-Blur33, made entirely of ping pong balls.
The 2012
GEL-Neo33 campaign will include integrated print, retail, and digital work.
The television commercial, debuting February 5, 2012 will be broadcast in
Japan, Korea, Australia and the United States where it will run on networks
like ESPN and Comedy Central.
To view the ad, please visit www.asics33.com and click on the video link.
