Lowe Lintas has created a pounds 4 million television and cinema campaign for Reebok that introduces the theme of being able to run away from your problems using Reebok gear.
The two 40-second spots, which launch this week, mark a new direction for the brand. Reebok is attempting to move away from traditional aspirational images and offer insights into the 'real' reasons why most consumers engage in sport, such as to lose weight or relieve stress.
The first execution shows a man running down a street and checking behind him nervously. Suddenly, a six-foot beer belly appears and chases him.
The chase takes the two characters into a shopping centre, where the runner tries to evade the belly by sprinting up the escalators. However, the belly outsmarts him by taking the lift.
The chase ends with the belly, now on a motorbike, closing in on the runner on a car-park rooftop.
The man seems to jump off the edge but catches hold of a railing at the last second. The belly cannot stop in time and careers off the roof to its death. A close-up of the runner's trainer displays the line: 'Lose the beer belly.' The music accompanying the spot shouts the phrase 'belly's gonna get you' throughout.
The second ad features a woman running to escape her stressful life.
While jogging, she is pursued by nagging parents, work colleagues and an ex-boyfriend. Both spots have the endline: 'Reebok - whatever your goal.'
'Reebok is telling it as it is - people don't just do sport to win, many want to stay in shape and enjoy it. These ads will strike a chord because the consumer will appreciate their honest intent,' Jeremy Bowles, the deputy managing director of Lowe Lintas, said.
The campaign was written by Micky Tudor and art directed by Brian Turner.
Traktor, through Partizan, directed the ads and Nick Seresin at MPC did post-production. Western Media handled media planning and buying.