Who knew self-satisfaction could help sell running shoes?
Questions to Consider:
- What product is this ad selling?
- How is the product being sold?
- How does ASICS want you to feel when you see this ad?
What We Think:
It’s so refreshing to see an ad with such a positive message! The text reads: “Be satisfied with the grass on your own side of the fence,” playing, of course, on the saying “the grass is always greener on the other side”—a sentiment that most ads convey. ASICS’ message stands out because it’s telling viewers to be content with themselves exactly as they are, with no product purchase or change necessary. Also, I think seeing more images of muscular, athletic women (like the one in this ad) is powerful—it helps to counteract some key ideas: that fragility is the only way for women to look sexy; that women should take up as little space as possible; and that women should be much more concerned with what their bodies look like than how well their bodies can perform. This ASICS ad promotes being proud of your body and loving it for all of the great things it can do.
ASICS America Corporation
29 Parker, Suite 100
Irvine, CA 92618