The latest campaign from New Balance kicks off with a female-forward music video. The band Beginners, led by bassist and lead singer Samantha Barbera, joins Night Panda for the song “Start a Riot,” a percussive anthem celebrating revolutionary action.
It stars four female runners: Lisanne de Witte, a sprinter for the Netherlands; Stephanie Garcia, a U.S. steeplechase competitor; Cory McGee, an American middle distance runner and Bev Ramos, a middle and long distance runner from Puerto Rico. They prep and train and dash down city streets as Barbera drums out the beat in a concrete studio.
The video and a 30-second cut promote New Balance’s Fresh Foam cushioning platform, the first work in the “In Pursuit" campaign. In addition to Barbera and the runners, the rest of the team responsible for the spots was led by women--the agency team from VMLY&R, director Lauren Sick and Tessa Films, which produced it.
New Balance appointed VML as its agency of record in 2016. That relationship has continued after the agency's merger with Y&R last year.