Running brand Brooks debuted its latest global campaign today, headlined “Live the way you run. Run happy.” The campaign aims to show the positive impact running can have on someone’s life.
“We believe a run can flat out change a day, a life, the world. Our new ‘Live the way you run. Run happy.’ campaign captures our passion and energy and is a call to action to inspire happiness and positivity through running,” said Anne Cavassa, chief customer experience officer for Brooks, in a statement. “In all of its forms, the campaign will showcase, celebrate and invite people to reflect on the role running plays for them personally. At the root of it is a universal joy that the sport creates for each of us, which goes far beyond the time between when we start and stop our watches.”
The campaign will feature the brand’s first TV commercial, titled “The Rundead,” which features zombies roaming a post-apocalyptic town. When they come across shoes from Brooks, they become more alive from the power of running. The commercial – created in partnership with Leo Burnett Chicago – will debut on Feb. 13, during the Olympic Marathon Trials on NBC.
“We wanted to tap into that universal understanding that runners share,” said Jon Wyville, EVP and executive creative director at Leo Burnett Chicago, in a statement. “The visual progression from stumbling zombie to clear-eyed, happy runner in the TV spot will resonate with runners of any experience level and remind them of the joy running can provide.”
The campaign will showcase unique running journeys that represent the full spectrum of the joy of running, according to the brand. There will be print and digital ads, in addition to the TV commercial, that display the many reasons runners participate, from health and wellness to achievement. The campaign will also have a retail component, with displays at local running stores, and a social media component. It will also appear at races worldwide.
Brooks will launch “Idea Runs” at SXSW Interactive in March. According to the brand, these are fun runs that “harness the creativity and inspiration of the run and give runners the ability to make their run and day better through activities that stimulate thoughtfulness.”