Running is horrible...when it's not amazing. It's not fun at all, until it is. If there is one thing we can all agree on it's that placing one foot in front of the other at a fast pace tends to walk a finer line between pleasure and pain more than any other simple athletic pursuit. While some sneakers have focused expressly on the addicted
or the casual fan
, BBDO, New York's first work for New Balance, an account it won last October, attempts to include the whole spectrum of the jogosphere.
"No matter if you're a hardcore runner or a casual runner, you all have a relationship with running," says executive creative director and copywriter Greg Hahn. "That's why we thought it would be interesting to personify running as a personal relationship. Personal relationships range from lifelong loving partnerships to casual flirting, and so does running. So it brings it down to that human level, no matter where your relationship with running is."
As personal relationships go, the campaign sets up running as Love/Hate. Hahn says that stems from the internal struggle within every runner. "No matter if you do it everyday or not, there's still a part of you that has to force you to do it, and once you're out there, you're glad you did. Running is hard but not running is harder."