Athletes Get Sweaty, Muddy and Messy in Asics Spot Highlighting Hard Graft

Smuggler's Henry-Alex Rubin Directs Ad Aimed at Younger Audience

Published On
Feb 18, 2016

Editor's Pick

Asics aims to widen its appeal beyond running to all sports in a new global spot that emphasizes hard work and commitment over partying, social media and fun, and questions what it takes to be an athlete.

In the ad, by 180 Amsterdam and directed by Smuggler's Henry-Alex Rubin, we see young women and men training for sports including boxing, yoga, rugby and weight-lifting, some with the sweat literally dripping off them, some plastered in mud or wet through. (The film was shot on a variety of different sports pitches and workout floors around the world.)

A gruff voiceover tells us that to be an athlete, you've got to "want it more" than likes, all-night parties, cakes and perfect hair, and finishes by stating that if you want to be an athlete, just wanting it isn't enough -- you've got to want it more.

As well as targeting athletes beyond runners Asics also aims to appeal to a younger audience with the ad, and launches #want it more as a social media hashtag.


Feb 18, 2016
Brand :
Client :
Agency :
180 Amsterdam
Executive Creative Director/Production :
Dan Treichel
Executive Creative Director/Production :
Dave Canning
Art Director :
Tony Bartolucci
Copywriter :
Joe Craig
Producer :
Bethany Papenbrock
Producer Assistant :
Davide Janssen
Account :
Jim O'Regan
Business Affairs :
Akvilina Jaskunaite
Creative Planner :
Ben Armistead
Production Company :
Local Service Company :
Director :
Henry Alex Rubin
Director, Photography :
Ken Seng
Producer :
Ben Link
Executive Producer :
Chris Barett
Editorial Company :
Marshall Street Editors
Editor :
Spencer Ferst
Producer :
SJ O'Mara
Assistant Editor :
Jake Armstrong
Online Facility :
MPC Amsterdam
Colorist :
Jean-Clement Soret
Colorist :
Matthieu Toullet

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Project Type