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2 July 2019

The softly-softly approach.

by Andrew MacGregor


Asics: “Mind's Eye” - 34s

ASICS promise "a more comfortable run" with their new range of Gel-Cumulus footwear, but what does that mean in real terms? Thanks to mind-reading technology, this knowing ad shows what really goes on inside the head of someone buoyed by gel technology and a layer of patented FlyteFoam cushioning.

Unlike some of their more self-serious competitors, the Japanese brand are happy to use bouncy balls, a baby's soft skin, and even an alpaca to illustrate their proposition. This offbeat sequence complements the ad's otherwise sleek aesthetic, and suggests they have runners' well-being in mind.


Creative Agency: Edelman Ⓦ
Film Production: UNIT9 Ⓟ Ⓦ
Director: Cole Paviour Ⓟ Ⓦ
Producer: Benedict Turnbull
Executive Producer: Adam Dolman

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