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.