Reebok showcases people with extreme fitness regimes, and tells us that to be fitter is to be "more human" in this spot, part of a new global brand push that explores the role of fitness in people's lives.
The spot, which will air during NBC's Super Bowl pre- and post-game shows is called "Freak Show" and features people training for events such as Spartan Race or CrossFit. We're then shown how these workouts help them in their daily lives, whether as parents or as firefighters. The push is the first for Reebok out of Venables Bell & Partners, which it tapped as lead agency last December.
Read more about the campaign over at AdAge.com.