Reebok Reminds Us We Only Have 25,915 Days to Live

Upbeat Film Shows a Woman's Lifetime of Running in Reverse

Published On
May 02, 2016

Editor's Pick

The average human lifespan is 25,915 days -- and that's the starting point for Reebok's latest spot, reminding us to make the most of the bodies we've been given. But while the insight -- use your body now because tomorrow you die -- might be depressing, an upbeat soundtrack and an inspiring story make this more of a feelgood ad as we watch a woman's lifetime of running prowess in reverse.

The film, by Venables, Bell & Partners, opens with an older woman running in a Reebok Spartan Race and ends with her as a baby in a crib -- along the way, we see her trail-running, jogging with a stroller, streaking across a college campus and outrunning a little boy in a childhood race. Michael Lawrence of Epoch directed the spot.

The ad dovetails with a social media campaign titled "Count Your Days" that allows users to calculate their potential number of remaining days, based on averages of age, gender and location. Visitors can share how they are planning to honor their bodies and their days remaining by sharing personal accomplishments via the hashtag #HonorYourDays and posting a photo to Instagram, Twitter or Facebook.


May 02, 2016
Brand :
Client :
Excecutive Creative Director :
Will McGinness
Creative Director :
Tom Scharpf
Associate Creative Director :
Crockett Jeffers
Art Director :
Aisha Hakim
Copywriter :
Jim Burton
Head of Strategy :
Michael Davidson
Senior Brand Strategist :
Jake Bayham
Director, Integrated Production :
Craig Allen
Executive Producer :
Joyce Chen
Producer Assistant :
Julia Oetker-Kast
Production Company :
Epoch Films
Director :
Michael Lawrence
Director, Photography :
Mathieu Plainfossé
Executive Producer :
Melissa Culligan
Producer :
Anura Idupuganti
Editorial Company :
Rock Paper Scissors
Editorial Producer :
Dina Ciccotello
Editor :
David Brodie
Assistant Editor :
Patrick Tuck
Sound Design :
Therapy Studios
Sound Designer :
Eddie Kim
Music :
"I Need Never Get Old" by Nathaniel Rateliff
Performer :
Nathaniel Rateliff and The Night Sweats
Mix :
Lime Studios
Mixer :
Loren Silber
Visual Effects :
Executive Visual Effects Producer :
Patrick Nugent
Visual Effects Producer :
Adam Reeb
Lead Flame Artist :
Andy Barrios
Group Brand Director :
Michael Chase
Brand Director :
Nicole Spinelli
Brand Development Supervisor :
Julia Connelly
Senior Brand Manager :
Adam Caron
Brand Manager :
Susannah Wherry
Project Manager :
Katrina Strich
Business Affairs Director :
Susan Conklin
Business Affairs and Talent Manager :
Sametta Gbilia
Group Communication Strategy Director :
Gavin Jones
Senior Digital Producer :
Sarah Betts
Director, Digital Strategy :
Jeff Burger
Director, Experience Design :
Jeff Teicher
Agency :
Venables Bell & Partners-San Francisco

Need a credit fix? Contact the Creativity Editors

Project Type