The latest Saucony ad gets a welcome dose of humor thanks to Matthew Inman of online cartoon The Oatmeal.
The current Saucony shoes marketing campaign revolves around the idea that anybody can find their own personal motivation to be more active. The tagline of the campaign is "Find Your Strong," and it's populated with "seeker stories," the stories of people finding their individual drive to run.
The campaign's most recent installment stars Matthew Inman, the artist and comedian behind The Oatmeal. In the short film clip, Matthew Inman explains how he overcame his adolescent self-consciousness about his body by running. He also offers a unique perspective on a healthy lifestyle, saying that he runs so that he can maintain his diet of junk food rather than subscribing to the kale and protein-eating ideal of a runner. It's a perfect manifestation of the campaign's central philosophy.
Cartooned Athletic Ads
Matthew Inman of The Oatmeal Discusses Running in This Saucony Ad
Trend Themes
1. Humorous Brand Collaborations - Opportunity for brands to collaborate with humorous content creators to inject humor into their marketing campaigns.
2. Personal Motivation Marketing - Brands can tap into the trend of promoting personal motivation and individual drive to engage with their target audience.
3. Alternative Healthy Lifestyle - Disruptive opportunity to challenge conventional health and fitness ideals by promoting alternative approaches like running for junk food lovers.
Industry Implications
1. Sportswear - Sportswear brands can leverage humorous collaborations to create unique and engaging marketing campaigns.
2. Fitness and Wellness - Fitness and wellness industry can adopt the concept of personal motivation marketing to inspire and connect with their customers.
3. Food and Beverage - Food and beverage brands can explore alternative healthy lifestyle approaches and cater to the needs of junk food lovers.