Asics has enlisted 78-year-old actor Brian Cox to take on the role of a terrifying boss as he delivers a rousing message: “I’m not the deadliest thing in the office”, before pointing at his desk and saying “This is”.
He calls on office workers to “shut up”, forget the “Wellness Wednesdays” and “free fruit” and take a fifteen minute #DeskBreak away from their desk, highlighting the damaging impact being chained to the desk can have on mental and physical health.
The film is directed by Peter Franklyn Banks and is produced KODE, as part of a wider global integrated campaign from Golin and spans out-of-home, digital, paid social, earned and influencers.
Media planning and buying is by Publicis.
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The messaging is inspired by recent research from Asics which reveals that just four hours of uninterrupted desk-based work can cause a significant decline in mental state, but can be mitigated by just 15 minutes of daily exercise.
The exercise-focused brand has also created a Desk Break Clause calling for the right for office workers to get an additional 15 minute movement break during the day.
It will also tie in with World Mental Health Day on 10 October urging workers to honour it with 15 minutes of exercise.
The campaign continues Asics “movement for mind” brand strategy”.
Earlier this year, Asics hijacked toxic weight loss searches by inundating #15minuteweightloss in partnership with body positivity influencers including Em Clarkson and Scottee.
Another campaign saw it enlist kids as influencers to remind adults of a time when exercise was fun.
