It's often said that exercise can release endorphins giving you highs similar to drugs. Now a trippy campaign from sports brand Bjorn Borg makes the correlation more overt.
A series of ads by agency Nord DDB shows people exercising-- running, cycling, lifting and working out with battleropes -- accompanied by clubby music and trippy, pyschedelic graphics. That's in their heads though -- cut back to reality, and they're just pounding away on a treadmill or exercise bike.
"We love sports but we believe that to inspire more people we need to focus on the playfulness and joy in exercise. 'Chase the Exerhighs' focuses on all feel-good chemicals that are released in our brain while working out and the joy and euphoria it creates," explains Johanna Juhlin, global brand marketing manager at BjÃ¶rn Borg.
The ads are running in-store, outdoor and digitallyin all of Bjorn Borg's markets.